Holysmoke! Agency was engaged to develop, implement and evaluate the PR Strategy for Pretty Shady Summer 2014/2015 Campaign in the areas of media relations and talent management.
There are few issues that touch the lives of every Australians like skin cancer, with two in three Aussies set to be diagnosed in their lifetime. We secured 3 celebrity ambassadors with the ability to influence and connect with our target market of 18 – 24 year olds – actress Isabelle Cornish, world famous FMX rider and stuntman Robbie Maddison, and graphic artist Mitch Revs. Joining these famous faces we recommended Veronica Manock to inspire Gen Y to push for change and be the generation that stops skin cancer. Diagnosed with melanoma at the age of 20, Veronica is now passionate about advocating for skin cancer prevention, especially among young people for whom skin cancer is the most common form of the disease.
The PR Campaign was refined to a 4 stage execution and the resulting coverage supported the effectiveness of this approach. Overall we increased placements year on year by over 300% which included national TV News coverage, 3 front page placements and articles in the highest ranking websites in Australia such as news.com.au, Yahoo7, ninemsn – the fix to name a few.