Page 1

This publication remains a public declaration of principles and intentions of the SPF partol.


The SPF patrol save lives by delivering free sunscreen and advice.

Whats where! a gui de to my Man ifes to layo ut.

What the SPF patrol is about. What the problem is. My aims and objectives. Why it’s needed. The facts, research and findings. SPF patrol style guide. Exploring alternative design approaches. Logo development. Info-graphics. Stationary and A2 poster. Wayfinding and environment photography. Advertising. 3D interactive space.


“My Guerrilla campaign introduces preventative measures that will prolong the lives of many Australians” My project is about saving the lives of children, adolescence and adults who are unaware of the risks associated with long periods of exposure to the sun. My Guerrilla campaign introduces preventative measures that will prolong the lives of many Australians. It will educate and engage the individual in a way that embraces the summer lifestyle. It will also help children and adults to start thinking about their body and overall health in a positive way, as well as developing a healthy

4

attitude towards the application of sunscreen and how the benefits and prevention now, can prevent long-term damage. Personally, I have never taken skin cancer seriously and have never known where, or how to get a skin check. Being Scottish, with blonde hair and blue eyes, I fall under the “high risk” category. This has undoubtedly fueled my eagerness to prevent skin cancer and to implement a solution. I strongly believe that more creative campaigns need to be launched to engage

children from a young age because more and more young people are not responding to traditional mediums. People will hopefully continue the cycle of a sun smart lifestyle generation to generation The SPF Patrol will be targeted at children, teenagers and adults who embrace the summer lifestyle, ages 5 - 70. They love the outdoors and spend hours in the sun. They also have the attitude of “she’ll be right mate”.


The SPF Patrol is a simple campaign that uses bold guerilla tactics to excite and educate our wide demographic about skin cancer prevention.


e h t s ’ t a h W blem? o r p


“WE HAVE UNREALISTIC OPTIMISM OR THE ILLUSION OF CONTROL” Perceptions of risk have been identified as part of the ‘‘motivational engine’’ behind many health-protective actions. Individuals who feel at lower-than-average risk of a disease are less likely to engage in preventive and detection behaviours.


2,000 r a e y y r e v e e i d e l p o pe . r e c n a c n i f r om s k

“Children aged between 5 to 13 are more susceptible to skin damage than your average 23 year old.� - Erica jellie - Environmental Scientist


MY AIM AND MY OBJECTIVES

“Educate our wide demographic about skin cancer prevention.� My aim is to launch hundreds of survival parachutes full of sunscreen and advice on to all major beaches landing on those in urgent need of sun protection and advice. By capturing the attention of the masses, delivering an interactive and engaging method of distribution. We hope to alert everyone about the dangers and consequences of skin cancer. Attached to the parachutes are survival kits which includes 30+ sunscreen, UV App detector and plenty of

advice to prolong the lives of many. Meanwhile, most of use are still venturing outside without sunscreen. It is a clear priority of the SPF patrol to aid in reducing the increasing numbers of skin related cancers by implementing non-traditional tactics that resonate deep within the global arena. By embracing the summer lifestyle theme, we aim to promote a healthy approach to help rethink our overall health in a positive way. In addition, develop

a healthy attitude towards the application of sunscreen and learn how the benefits and prevention can prevent long term damages. By interacting on an individual manner, we hope to capture the imagination of our younger users. Although they may not fully understand the benefit now, it will become life changing and life saving for thousands.


My aim

Getting kids and parents actively using sunscreen.

My objective

Make the application of sunscreen become routine when going outside.


s ’ t i y h W ded! e e n


“IT WILL EDUCATE AND ENGAGE THE INDIVIDUAL IN A WAY THAT EMBRACES THE SUMMER LIFESTYLE.”

Help prevent 440,000 people developing skin cancers each year. My project is about saving the lives of children, adolescence and adults who are unaware of the risks associated with long periods of exposure to the sun. My Guerrilla campaign introduces preventative measures that will prolong the lives of many Australians. It will educate and engage the individual in a way that embraces the summer lifestyle. It will also help children and adults to start thinking about their body and overall health in a positive way, as well as developing

a healthy attitude towards the application of sunscreen and how the benefits and prevention now, can prevent long-term damage. I personally have never taken skin cancer seriously and have never known where, or how to get a skin check. Being Scottish, with blonde hair and blue eyes, I fall under the “high risk” category. This has undoubtedly fueled my eagerness to prevent skin cancer and to implement a solution. I strongly believe that more creative campaigns need to be

launched to engage children from a young age because more and more young people are not responding to traditional mediums. People will hopefully continue the cycle of a sun smart lifestyle generation by generation. The SPF Patrol will be targeted at children, teenagers and adults who embrace the summer lifestyle, ages 5 - 70. They love the outdoors and spend hours in the sun. They also have the attitude of “she’ll be right mate”.


“I wanted to explore a diverse selection of mediums to help gain a true understanding  as to why skin cancer is still such a big issue here in Australia.�


Social media is helping to give leverage to skin cancer campaigns, giving more exposure to the masses.

Sun exposure damages your DNA.


f e h T

! s t c a

i f d n a h c r a e s Re

s g n i nd


PRIMARY RESEARCH

Melonography Nurse Environmental Scientist Direct, Cancer Council Contact


People need to be checking their own skin regularly.

People who tan but don’t burn are at a higher risk of skin cancer.

Increasing SPF above 30+ gives people a false sense of security.

By applying face to face and remote interviews to my primary and secondary research: Environmental scientist, Molemap (skin Cancer Melanoma detection) and a representative from the Cancer council. I have been able to uncover many cooccurring problems. These include implementing more summer campaigns, knowing how much vitamin D is needed, and protecting those most vulnerable. I first contacted Erica Jellie who is an environmental scientist at British Columbia. Erica worked closely

Kids today are better informed than ever before.

Sunburn damages your DNA.

with young people to help determine multiple skin problems relating to sun exposure in children with type-2 diabetes. Surprising, Erica has discovered that prolong sun exposure on those aged between 5 and 13 year olds are more damaging than on your avera ge 23 year old. Erica also explained that there needs to be a closer relationship between General Practitioners and the general public for regular checkups. Miah from the Cancer Council also made aware that childhood sunburn puts you

at a much higher risk of developing skin cancer later in life because it damages your DNA. Pamela Sean, a representative from MoleMap, stated that self-detection and promoting awareness was key to informing the masses and increasing survival rates. Secondary research: Discovery magazine uncovered Bioengineering developing a pill that is inserted under the skin to attack tumors, including skin cancers.


’ e h S “ t h g


e b l l ’ te” a m


LOGO FOUR COLOUR PROCESS CMYK

LOGO USE To ensure the legibility of the logo, it must be surrounded with a minimum amount of clear space at all times. See below.

50%

7.5mm

MAIN LOGO

15mm

Preferred exclusion zone is 50% of the logo hight. 15mm is the minimum size in print.

50% 50%

SUB LOGO

> BRAND STYLE GUIDE < The SPF patrol save lives by delivering

Preferred exclusion zone is 50% of the logo hight. 10mm is the minimum size in print. 50%

SOLO LOGO FOUR COLOUR PROCESS CMYK

10mm 50%

free sunscreen and advice.

50%

SECONDARY VISUAL ELEMENTS Dashed lines, patterns and solid space can be used to emphases the image or space. This will help distinguish the brands message and help to expand the brands identity.

Dashed line 3pt Weight 2pt. Dashed line 3pt Weight 4pt.

5mm

ICONS CMYK Print full colour black Use supplied CMYK values for rich blacks and inverted imagery. C100 M100 Y100 K100.

ICONS MONO


STYLE GUIDE COLOUR PALETTE Print Screen Web Hex PMS

SECONDARY COLOURS

Body text for Print

Try only using these secondary colours when the primary colours do not work .

This font is a mix of lowercase and uppercase. Font Name:GothamCondensed  Tracking 80pt. Leading 10pt

Print

C0M99Y100K0

C72M7Y28K0

C100M100Y100K100

R237 G33 B36

R37 G177 B187

R0 G0 B0

Screen

DA4535

409CA7

0000000

Web Hex

172U

3135U

Black 2 2X

PMS

C1M10Y79K0

C54M0Y0K0

R254 G203 B0

R93 G203 B245

FEDD52

5DCBF5

1225

801

GothamCondensed Light

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!@£$€1234567890åäö PHOTOGRAPHY When using supplied or external photography, desaturate the image where possible. Only keep the original if it dose not suite surrounding media.

abcdefghijklmnopqrstuvwxyz

TYPOGRAPHY, MAIN HEADLINE FONT

GothamCondensed Book

HEADING

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!@£$€1234567890üμ”

PICTOGRAMS

abcdefghijklmnopqrstuvwxyz

All supplied primary and secondary colours can be applied to the below pictograms. These have been supplied to help maintain a strong brand consistency and direction. Please use where appropriate.

Welcome

Hello

Apply Stop Exit

0μ”abcdefghijklmnopqrstuvwxyz Main heading must be displayed as uppercase. Font Name: GothamCondensed Bold. Tracking 16pt or 200pt Colour: Only primary colours to be used on headings.

GothamCondensed Medium

TONE OF VOICE

UV

ABCDEFGHIJKLMNOPQRSTUVWXZ?!@£$D123456789

ABCDEFGHIJKLMNOPQRSTU

Sub headline font

Our users are our best friends, and that should ultimately be reflected in every piece of our communication. We want our users to have fun with us and trust the skin advice we offer. I f you asked them, we hope they would describe us as responsible, generous, spontaneous, over excited and sometimes a little upfront and honest.

VWXYZ?!@£$€1234567890üμ”

GothamCondensed Bold

!@£$€1234567890åäöabcdefg

It is very important to think of our wide target audience and develop a language everyone can understand, despite their age or demographicso use words that are simple yet effective.

ABCDEFGHIJKLMNOPQRS

hijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

Heading ABCDEFGHIJKLMNOPQRSTVWXY?

TUVWXYZ?!@£$€123456789 0μ”abcdefghijklmnopqrstuvwxyz

Mix of lowercase and uppercase heading. Font Name: Brush Hand New. Tracking 16pt. Colour: Only primary colours to be used on headings.


PROTECT AND SAVE


EXPLORING PHOTOGRAPHY COMMUNICATION

The one sided war on skin cancer. Army soldiers covered in sunscreen emphasise the importance of covering up during summer to protect against skin cancer. By exploring alternative approches it has allowed a clearer direction for the SPF patrol.


The SPF logo design process

e h T

The

SPPatrFol

F P l o S tr Pa


Itâ&#x20AC;&#x2122;s aer! keep go <

l > Fina

THE SPF PATROL DELIVERS SUNSCREEN AND ADVISE TO THOSE WHO ARE AT MOST RISK OF SKIN CANCER BY DELIVERING A SURVIVAL PARACHUTE. This logo helps embrace the core message behind the SPF patrol by using sunscreen inspired typography and movement within the decending parachute. The font used is Brushand which helps to portray the message of helpfulness and friendliness.

lo


W sendin eâ&#x20AC;&#x2122;re g i Sunscr n the een

Saving lives


a e k . a e T d i s n i k o lo

Sponsors Cancer Council has become a beacon for cancer research and support since 1937. MoleMap offer early detection and spot checks for many life threatening skin cancers. Both of these align well with my Guerrilla campaign because they offer after campaign advice and care.


EXPLORING WITH PHOTOGRAPHY IN THE ENVIRONMENT


o f n I hics p a r g t e g s t Le

l a u s vi


TARGET AUDIENCE Target audience is aged between > 10 - 40 <

5+

Represents the target Audience of the SPF patrol.

10+

21+

40+

80+


SKIN DAMAGE Children aged between 5 and 13 Have worse skin damage than your Average 23 year old.

e g a r e Av 3 1 d n a 5 d l o r a Ye

3 2 e g Avera d l o r a e Y

Represents the amount of skin damage in children compared to adolescence.


GEOGRAPHICAL LOCATION The SPF patrol will be launched at all major Australian beaches.

CITY

BEACH

t h g i r n r Tu

Represents the location of the SPF patrol.


MELANOMA

Australia has the highest incidence of melanoma in the world.

Represents high percentage of Melanoma.


EXPOSURE Between 95 and 99% of skin cancers are caused by exposure to the sun.

Represents UltraViolet rays


SOCIAL MEDIA

Social media has allowed a much Broader medium to help inform individuals.

Represents high impact of campaign awareness.


STATIONARY SET


A2 SPF POSTER

She’ll be right mate.

got We’vreback. you

Skin cancer is a huge global issue. In Australia over 1,830 people die from skin cancer every year. My project is about saving the lives of children, adolescence and adults who are unaware of the risks associated with long periods of exposure to the sun. My Guerrilla campaign introduces preventative measures that will prolong the lives of many Australians. It will educate and engage the individual in a way that embraces the summer lifestyle. It will also help children and adults to start thinking about their body and overall health in a positive way, as well as developing a healthy attitude towards the application of sunscreen

Research

I wanted to explore a diverse selection of mediums to help gain a true understanding as to why skin cancer is still such a big issue here in Australia. By applying face to face and remote interviews to my primary and secondary research: Environmental scientist, Molemap (skin Cancer Melanoma detection) and a representative from the Cancer council. I have been able to uncover many co-occurring problems. These include implementing more summer campaigns, knowing how much vitamin D is needed, and protecting those most vulnerable. I first contacted Erica Jellie who is an environmental scientist at British Columbia. Erica worked closely with young people to help determine multiple skin problems relating to sun exposure in children with type-2 diabetes. Surprisingly those aged between 5 and 13 had worse skin damage than Erica at age 23.

Erica also explained that there needs to be a closer relationship between General Practitioners and the general public for regular checkups. Miah from the Cancer Council also made aware that childhood sunburn puts you at a much higher risk of developing skin cancer later in life because it damages your DNA.

UV

detector

Social media platforms have allowed a much broader, more interesting medium to help spread awareness.

Pamela Sean, a representative from MoleMap, stated that self-detection and promoting awareness was key to informing the masses and increasing survival rates. Secondary research: Discovery magazine uncovered Bioengineering developing a pill that is inserted under the skin to attack tumors, including skin cancers.

8%

24% 24%

14% 14%

The Guerrilla campaign The SPF patrol is a Guerrilla campaign that inspires, excites and educates children, adolescents and adults about sun exposure and prevention. It starts with the SPF patrol launching ‘survival parachutes’ into the air, landing on those in urgent need of sun protection and advice. The kit includes everything you will need to enjoy a safe enjoyable day at the beach. When opened, the user is greeted with a “got your back” message and includes a SPF 30+ water resistant sunscreen sachet, UV app location detector and plenty of fun and positive advice. It’s designed to encourage family’s to start thinking about their future. Social Media integration with Facebook and Instagram will encourage online conversation with the use of #SPFpatrol. My creative process for the SPF patrol remained simple, and I wanted to make sure it was effective and safe in its plight to help reduce skin cancer. To embrace the true feeling of summer I wanted to keep it interactive, and thereby engaging, thus allowing the campaign to become more meaningful to my target audience.

This campaign will have everyone lathering each other up and becoming beacons of smart summer initiatives.

Marketing collateral

The SPF Patrol will be targeted at children, teenagers and adults who embrace the summer lifestyle, ages 5 - 70. They love the outdoors and spend hours in the sun. They also have the attitude of “she’ll be right mate”.

Google scholar had many peer-reviewed documents explaining the unrealistic optimism or the illusion of control that seems to be instilled in people from an early age. This has been one key finding that has helped shape my campaign’s direction. MX newspaper and the Age newspapers have also revealed that researchers here in Australia are successfully developing a cure called Dz13 which helps prevent the “c-jun” gene that we all have from becoming overactive and developing into skin cancer.

The campaign name “the SPF patrol” works well because it is short, punchy and memorable. Other proposed names included “look-up, look-out“. Branding: The two colours chosen include a deep orange and turquoise blue. Both of these colours work with my branding because it doesn’t conflict with the existing surf life saving red and yellow, but remains to have a strong summer essence in amongst the fluro hues at the beach.

YouTube and the Bureau of statistics reveal that 2000 Australians died in 2011. Launching this campaign at beaches across Australia I believe we can successfully inform a large majority about the risks of exposing skin to harmful UV radiation. Ultimately I want sunscreen to become part of a daily routine, like putting on a seatbelt or wearing sunglasses.

In amongst the App phenomenon numerous companies have invested in skin cancer detection Apps. “Relying solely upon an App is potentially dangerous,” stated Terry Slevin, education and research director at the Cancer Council of Western Australia.

Final branding

Development

CMYK 73-22-33-0

PMS 3135

CMYK 9-88-87-1

PMS 1655

My chosen fonts are: Brush Hand New - Regular and FagoNoBlack -Roman. Both of these fonts compliment each other and make it easy for even young children to read. Brush Hand is more playful and great for capturing young attention. FangoNoBlack works well for the copy and important content. My hero image shows dozens of SPF parachutes making a graceful descent onto the beach. Other visuals that will accompany the parachutes are silhouette signs placed in the sand that allow the sun to come through displaying shadow text revealing a “Cover Up” message.

Typeface:

FagoNoBlack Aa Ba Cc Dd Ed Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Brush Hand New Aa Ba Cc Dd Ed Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Conclusion: The SPF patrol will become a recognisable campaign launched every summer at all major beaches educating children, adolescents and adults about sun smart options and prevention against UV rays. While many Australians still venture outside without sunscreen, it is an obvious priority of the SPF patrol to aid in reducing the increasing numbers of skin related cancers by implementing non-traditional awareness tactics that will resonate deep within the Australian community. Are you wearing sunscreen today?

Look out for “the SPF patrol” at your local beach. Sponsors

46% will get sunburnt on your average summer weekend.

Cancer Council has become a beacon for cancer research and support since 1937. MoleMap offer early detection and spot checks for many life threatening skin cancers. Both of these align well with my Guerrilla campaign because they offer after campaign advice and care.

Websites

Journal/newspaper

Skincancer.org (2013) Make the Most of Your Visit to the Dermatologist - SkinCancer.org. [online] Available at: http://www.skincancer.org/skincancer-information/early-detection/make-the-most-of-your-visit-to-the-dermatologist [Accessed: 25 Apr 2013].

PEDDIE, C. (2013) Skin cancer treatment costs on the rise. Heraldsun, [online] NOVEMBER 19, 2012 12:30AM. Available at:http://www.heraldsun. com.au/news/national/skin-cancer-treatment-costs on-the-rise/story-fndo471r-1226519129703 [Accessed: 25 May 2013].

SunSmart (1980) SunSmart media campaigns : SunSmart Victoria Australia. [online] Available at: http://www.sunsmart.com.au/news_and_media/

Mooney, D. (2013) Crop wars. Discover, Iss. 3 p.35.

Onlinelibrary.wiley.com (2011) It won’t happen to me: Unrealistic optimism or illusion of control? - McKenna - 2011 - British Journal of Psychology - Wiley Online Library. [online] Available at: http://onlinelibrary.wiley.com/doi/10.1111/j.2044-8295.1993.tb02461.x/abstract [Accessed: 16 May 2013].

australia.com (2013) Bondi Beach. [image online] Available at: http://www.australia.com/contentimages/explore-cities-sydney-bondi-to-bronte.jpg [Accessed: 26 May 2013]

Highest incidence of Melanoma in the world.

Number 1

The Bureau of Statistics revealed that skin cancer accounts for more than 80% of all newly diagnosed cancers and that 95 - 99% of skin cancers are caused by sun exposure.

Sun exposure damages your DNA.

We’rein the ng sendinscreen. su

and how the benefits and prevention now, can prevent long-term damage. I personally have never taken skin cancer seriously and have never known where, or how to get a skin check. Being Scottish, with blonde hair and blue eyes, I fall under the “high risk” category. This has undoubtedly fueled my eagerness to prevent skin cancer and to implement a solution. I strongly believe that more creative campaigns need to be launched to engage children from a young age because more and more young people are not responding to traditional mediums. People will hopefully continue the cycle of a sun smart lifestyle generation by generation.

media_campaigns [Accessed: 25 Apr 2013].

The Age (2013) Skin cancer drug switches off gene. [online] Available at: http://www.theage.com.au/nsw/skin-cancer-drug-switches-off-gene20130507-2j4xl.html [Accessed: 23 May 2013].

Books

Anti-Cancer Council OF Victoria. (1991). Skin cancer, sunspots and ageing skin. Carlton Sth, Vic, Anti-Cancer Council of Victoria. Anti-Cancer Council OF Victoria. (2000). Common skin cancers: a guide for people with cancer, their families and friends. Carlton , Vic, Anti-Cancer Council of Victoria. Cancer Council Australia. (2007). Real stories about skin cancer and skin damage: a teaching resource for secondary students. Sydney, The Cancer Council Australia.


WAYFINDING


Wet and dry sand helps establish contrast between the SPF patrols core message when at the beach. Viewing how the SPF patrols wayfinding colours and branding work in the environment.

Exploring SPF logo shadowing techniques helps conect the dots between skin cancer and sun exposure.


Take home flyer

This is the SPF patrols take home Advertising. It allows the brandand core message to be taken away from the location allowing for exposure.

Interactive web banners

n e e r c s n Free su ise. nd get

atrol a he SPF p

Join t

and adv

SPF Vehicle This four wheeler quad is very helpful when it come to launching the hundreds, if not thousands of survival parachutes. It will be used to help collect any unused parachutes and act as a safety beacon for advise.

Clicke her

+

n e e r c s n u Free s dvise. et

ol and g

SPF patr Join the

and a

Clicke her

Theses are the two interactive banners that will help gain much needed publicity.

BELOW THE LINE ADVERTISING


This SPF billboard allows for maximum impact. Itâ&#x20AC;&#x2122;s under 7words allowing it to be absorbed by hundreds of commuters.

ABOVE THE LINE ADVERTISING


This circle is the shaded area encouraging kids to adopt a safe outdoor playing experience.

This is the parachuter responsible for storing compressed air ready for launching the parachutes. It holds on average 1000 SPF parachutes ready for launch. These are the main jumping pods allowing compressed air to flow to the center, this prompts the kids to work as a team to propel the parachutes into the air.


LOCATION MAP


r o f ut

o k o o L

l o r t

a ! h p F eac

P b S l a e c h o t rl u o y t

a

Create by Calum Shand. Printed by Impact digital on Splendorgel 115gsm - Binded by Irwin and McLaren, Book binders.

Calum shand bookmanafest spf  

Manifesto 2013. This is my publication that remains a public declaration of principles and intentions of the SPF patrol. The SPF patrol...

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