the spot

Bristol Myers Squibb and La Roche-Posay

Australia has one of the highest rates of skin cancer in the world with two in every three Australians expected to develop some form of skin cancer in their lifetime. Despite these sobering statistics, three-quarters of young Australians believe their risk of getting skin cancer is unlikely.

So despite decades of sun-safety campaigns, we have not been able to move the needle when it comes to preventing skin cancer in this country.

We knew we needed something big, bold and provocative. Something that would jolt Australians out of their stupor.