This campaign is pretty shady, but for a good cause

‘Pretty Shady’ – a lifestyle brand that encourages young Australians to be part of the generation that stops skin cancer, one summer at a time, has launched a new campaign featuring some of Australia’s hottest young things to promote sun safety.

This summer’s ‘Pretty Shady’ items were designed with collaborators from the worlds of fashion, music, sport and art.

Professional skateboarder Corbin Harris collaborated on the Pretty Shady sunglasses. Fashion blogger Nicole Warne is behind the beach umbrella. Contemporary artist Anthony Lister has provided an original artwork for a bespoke t-shirt. Singer songwriter Gossling is the face of the Pretty Shady hat. Pro-Surfer Ellie-Jean Coffey endorses the branded sunscreen.

Pretty Shady merch

Alecia Brooks, portfolio manager, skin cancer prevention at cancer Institute NSW, says, “Australia has the highest rate of skin cancer in the world, and it’s the most common cancer affecting young Australians. But stopping sun damage stops up to 99% of skin cancers. Soap Creative’s strategy for changing the attitudes of an audience that can be difficult to reach and engage really impressed us.”

Ross Raeburn, managing director at Soap Creative, says, “Cancer Institute NSW knew that a traditional TV campaign alone wasn’t what was needed to reach the youth audience with this message.  Pretty Shady will engage young Australians with a rich mix of video and social content, PR driven by our collaborators, plus cool free stuff.  It’s an innovative approach that we’re confident that will, over time, change young Australians’ behaviour in the sun.”