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Sun Sound at the beach: kind of like Pavlov’s dogs, except with sunscreen instead of slobber
December 16, 2009, 9:17 pm
Filed under: Advertising & Branding | Tags: , , , ,

New South Wales Beach

Pavolv and your guilt-tripping mom Australian singer-songwriter Ben Lee and the Cancer Council of New South Wales have teamed up to create a 5-second jingle to remind you to be “Sun Sound” at the beach. Played from beach safety loudspeakers on the hour between 10 am and 3 pm and less frequently outside those times, the brief tone reminds sunbathers to slather up the SPF and throw on the floppy hats.

The council is testing the campaign at the two NSW beaches with the highest incidence of skin cancer, Cronulla and Gosford, with a mind to expanding the campaign to all beaches, pools, playgrounds, and outdoor events. The jingle, chosen from 20 Lee wrote, is designed to be memorable, and trigger a quick and hopefully-to-become-routine mental check by beachgoers to make sure they’re well-protected.

Research indicates that people know the damage the sun can do, and are aware of the risks of skin cancer, but that they simply forget to protect themselves properly before (and during) a day of outdoor fun–it’s not top-of-mind. This campaign will reach people with the message at precisely the right time–not when they’re out shopping (they’ll buy the sunscreen, just not use it) or at some other time when the lure of the sun is far-removed and there’s plenty of time for memory to fade just like hours-old sunscreen–but right when they’re in the thick of it, and can take immediate, effective action against skin cancer.

Listen to the Sun Sound at the initiative’s website.

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