Fake stick on tattoos.
COVER UP
Social issue campaign to promote awareness of high rates of melanoma in Australia. Signs are there to inform and warn us. The concept came from the pairing of two ideas. You see it on sides of roads, makeshift memorials and flowers are reminders of car accidents where there has been a fatality. And beach safety signs warning people about surf conditions. The backstory of the words “I Love a Sunburnt Country” comes from the second stanza of the poem My Country by Australian poet Dorothea Mackellar. Due to a combination of apathy and the bronzed Aussie image, the inconvenient truth is that Australia has the highest incidence of melanoma in the world. The poster was first design and then displayed outdoors at beach locations . The concept was further amplified and rolled out across to multiple touch points including: signage at the beach, digital billboards inside train stations, social media using Instagram, on fake stick on tattoos, badges, t-shirts and tote bags.
