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Seven’s Summer of Cricket, the Australian Government and Cancer Council Australia – Skin Cancer Awareness campaign.

How Seven’s Summer of Cricket coverage helped Cancer Council Australia drive awareness and behaviour change to save Australian men’s lives.

1
InspiRED

Increase sun protective behaviours like slip, slop, slap, seek, and slide, which are the key to preventing skin cancer. Australia has one of the highest rates of skin cancer in the world, two in three Australians will be diagnosed with skin cancer in their lifetime, and  Australian men are almost twice as likely to die from Melanoma than women.

Demonstrate through the mass appeal and reach of Seven’s Summer Cricket how important this sun-protective behaviour is, through the strategic use of integrated assets and interviews in Seven’s Cricket Broadcast, 7News, Sunrise and The Morning Show.​

Reinforce how integral this behaviour needs to be to all Australians,  by aligning with a brand that is integral to Aussie Summer.

2
DeliveRED

Seven leveraged  the popularity of Cricket legend and 7Talent, Matthew Hayden and the scale of Seven and 7plus, to hijack the summer with the ‘slip, slop, slap, sleek and slide’ message and inspire Aussie men to protect their skin from skin cancer.   

This was a fully integrated, cross-platform campaign including:

Integrated TVC with Matthew Hayden

High impact high reach spot schedule across Seven, 7plus, 7Social, talent social and Cancer Council Australia owned channels.

Seven’s Summer of Cricket

  • 2 x segments with Matthew Hayden
  • 16 x fan curated segments
  • 18 x squeezebacks
  • 264 x “FOUR” sponsored message

7NEWS

  • 5 x 7News Reports
  • 10 x 7News Sports Report Billboards

Sunrise

  • 1 x interview
  • 5 x billboards

The Morning Show

  • 1 x call out
  • 1 x interview segment

3
MeasuRED

The objectives were to drive campaign messaging agreeability among Test Cricket viewers, increase awareness of the 5 S’s (slip, slop, slap, seek and slide) and ignite a behaviour change amongst males 40+ to take action. 

The outcome? 

Another S word. Success!   

  • 84%

    Sponsorship Brand Fit (+24 ppt above average)

  • 79%

    Sponsorship Brand Favourability (+27ppt above average)

The Cancer Council Australia Skin Cancer campaign achieved the highest sponsorship brand fit and favourability scores of all cricket sponsors for the 2022/23 season.

Achieving its mission to establish and reinforce effective sun protective behaviours to our viewers

+14.8​ ppt average increase in message agreeability and 5.6pts above the benchmark (9.2)

After seeing the advertisement, I have a better understanding of how to protect myself from the sun: +20ppt lift among Test Viewers vs Non-Viewers 
The advertisement convinced me that using sun protection will decrease my risk of skin cancer: +13ppt lift among Test Viewers vs Non-Viewers
After seeing the advertisement I am more likely to use sun protection when I go in the sun over the next week: +12 ppt lift among Test Viewers vs Non-Viewers

Inspiring viewers to take action and protect themselves from the sun

  •       +10.3 ​ppt average uplift in intent to take action/claim to have taken action among Test Cricket Viewers relative to non-viewers
  •       +11.3​ ppt average uplift in intent to take action/claiming to have taken action ​among the target audience of males 40+ years

Partner Agency: Spark

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