Rich media campaign that conveyed a powerful health message to a hard-to-reach audience
Cancer Research UK knew that many teenage guys and girls were putting themselves at risk of skin cancer by using sun beds. They also knew that this hard-to-reach group of people didn’t particularly want to listen to health messaging!
So, we created Leatha Face — a character they would take notice of; a lad with a ridiculous sun bed obsession who thought his tan would help him make it as the next big rap sensation… but who’s home made videos prove conclusively otherwise!
The campaign was deployed across a custom Facebook Page and YouTube channel, and promoted with YouTube pre-roll advertising, seeding and outreach.
“Leatha” caused a real stir with his comically bad rap videos, which — in each case — had him encounter someone of genuine talent who brought him down to earth with a poignant health message about sun bed abuse.
Over 250,000 views of the video content and 53.4% of people watched the hero video past the 01:29 second mark — doubling the benchmark!