As originally published via CampaignBrief WA.
Cancer Council WA has partnered with oOh!media, OMD and Gatecrasher to deliver a custom street furniture installation at Cottesloe Beach as part of its latest SunSmart campaign, If You Could See UV.
The special build transforms everyday street furniture into an eye-catching reminder of the invisible dangers of ultraviolet (UV) radiation, encouraging West Australians to protect their skin from the sun during summer. The creative features a pylon paired with the clever line ‘Pylon the sun protection’, reinforcing the call to slip, slop, slap, seek and slide this summer.
Located in one of Perth’s most iconic coastal destinations, the bespoke shelter installation uses bold creative and coastal-friendly design and proximity to the beach to engage beachgoers, walkers and commuters at the height of UV exposure. The execution leverages oOh!media’s street furniture network to place the SunSmart message directly into the outdoor environments where sun protection matters most.
The Cottesloe Beach build forms part of a broader, multi-format outdoor campaign across Western Australia, reinforcing Cancer Council WA’s long-standing SunSmart message in a fresh and impactful way. The placement aligns with peak summer conditions, running from December to February, when UV levels are consistently high and the risk of skin damage increases.
Jodie Traynor Senior Client Partner, OMD WA said: “Partnering with oOh! enabled Cancer Council WA to leverage outdoor media in a highly contextual and impactful way, delivering large-scale public health messaging that remained relevant to both location and audience.”
Chris Eyres, WA Sales Director, oOh!media said: “This Cottesloe execution reflects the combined efforts of OMD, Cancer Council WA and oOh! to deliver sun safety messaging where it matters most. As one of WA’s most iconic coastal destinations and a key location within our newly launched national Beaches Network, Cottesloe provides the ideal setting to bring the SunSmart message to life at the time and place where UV exposure is highest.”
