TANNING. THAT’s COOKED.
TikTok Australia
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Sun exposure is dangerous and yet, Gen Z are glorifying their sunburn and tanning.
Earn it
In partnership with the Melanoma Institute Australia (MIA), we developed a humour-driven social and PR campaign to highlight the dangers of lying in the sun, utilising case studies, TikTok and MIA spokespeople. As part of this, we banned the hashtag #tanning on the TikTok platform.
Make it Stick
665 media articles including syndications; A Current Affair, The Project, 10News, SBS and ABC News.
135,509,902 reach with 99% positive sentiment towards TikTok.
Campaign is being used as a best-in-class example, kicking off a world-first initiative in 2023 - the TikTok for Good Launchpad.
