The Leave Your Hat On campaign had three main objectives;
- raise awareness of melanoma,
- raise funds for vital research,
- raise the profile of Melanoma Institute Australia (MIA).
Over the course of a two-month period, OPF had strong media engagement across TV, print and radio. Highlights of the campaign included working closely with Lee Kernaghan (Australian country music star) to secure interviews on three of Australia’s leading news shows, The Morning Show, The TODAY Show and TODAY Show extra. OPF also utilised Lee’s 25th national Anniversary Tour to promote Leave Your Hat On to over 40,000 young Australians across the country. OPF was also able to leverage Lee’s large social media following (160,000 followers) to promote the campaign.
OPF secured an exclusive news feature with The Sunday Telegraph for Leave Your Hat On with their 101-year-old patient, which was also featured on the Weekend TODAY Show. The story was also published digitally for further audience engagement.
Radio interviews were secured with David Prior on Talking Lifestyle for Carole Renouf, CEO, Melanoma Institute Australia, a 4-week on-air campaign promotion was negotiated for free on Power FM, a 4-week program with additional digital streaming was also secured on Health Professional Radio.
OPF also managed to negotiate 26 free-of-charge print advertisements across News Corp’ national publications. In addition, OPF secured digital space across the News Corp publication websites to promote the campaign through animated GIFs. These digital assets were also used on Channel Nine – 9Cares website. OPF also persuaded several social media influencers to post about the campaign including Tania Hennessy, Australian Comedian and Radio Announcer (84,000 followers).
As a final wrap-up, OPF secured an exclusive photoshoot and news feature with Channel Seven’s leading primetime show – Home and Away, which was featured in the Sunday Telegraph (1 October 2017) and published online.