The Cancer Institute NSW has used the Australian summer to remind viewers and readers that there is nothing healthy about a tan. Graphic TV ads show the development of melanoma cells under the skin even before there are signs of burning. A website helps people think about what goes on below the surface of the skin.
The NSW Government launched the $2.16 million state-wide ad campaign in September 2007. Assistant Health Minister (Cancer) Verity Firth said “Few in the community are taking the slip, slop, slap message seriously, with more than a quarter of NSW residents reporting that they got sunburnt at least three times in the last 12 months.”
“People, particularly the young, must stop putting unattainable, media-derived concepts of ‘beauty’ before their long term health. The fact is, Australia already has the world’s highest rate of skin cancer, with melanoma of the skin the most common cancer amongst men aged 25-54 and females aged 15-29 – and its prevalence is growing.”
Click on the image below to play the Dark Side of Tanning (Female) video in YouTube (HD)
Click on the image below to play the Dark Side of Tanning (Male) video in YouTube (HD)
The Dark Side of Tanning campaign was developed at The Campaign Palace, Sydney.
Filming was shot by Paul Butterworth and Mike Bain with editing and post production done by the team at Fuel, Sydney.