2021 - 2022 'Protect your skin' campaign

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Campaign overview

Cancer Institute NSW is delivering the ‘Protect Your Skin’ campaign using a combination of hard-hitting and supportive creative assets. The campaign aims to increase sun protection behaviours among young people to reduce their lifetime risk of developing skin cancer.

The campaign is live from 15 November 2021 to 28 February 2022 and be delivered across a range of mass media channels, including social media (Tik Tok, Facebook, Instagram), YouTube, digital display, music apps, and outdoor advertising.

Example of out of home advertising for Protect Your Skin campaign

Why we need a campaign

Overexposure to UV radiation is estimated to cause over 95 per cent of skin cancers in Australia. 1
Fortunately, primary prevention techniques – including Slipping on protective clothing, Slopping on SPF50+ sunscreen, Slapping on a broad brimmed hat, Seeking shade, and Sliding on sunglasses – are highly effective in reducing the risk of developing skin cancer.  A campaign is needed to encourage young people to make these life-saving behaviours part of their daily routine.  

There is good evidence for campaigns. A 2016 study of three skin cancer prevention campaigns delivered by the Cancer Institute NSW between 2006 and 2013 found they contributed to an estimated 13,174 fewer skin cancers and 112 averted deaths. 2


Target audience

The campaign will target 18-24 year olds in NSW. This group is particularly at risk because of their high exposure to UV radiation and poor use of sun protection behaviours. 3

Melanoma is the most common cancer among young Australians.4

Key messages

  • Over 95% of skin cancers are caused by UV radiation.1
  • Melanoma is the most common cancer among young Australians.4
  • Skin cancer can spread to other parts of your body, putting your life in danger.
  • Being prepared today can prevent skin cancer tomorrow.
  • Protect Your Skin: Slip, Slop, Slap, Seek, and Slide.


Campaign assets

The ‘Protect Your Skin’ campaign combines hard hitting ads that warn young people about the dangers of UV radiation with supportive ads that remind them how, when and where to protect their skin. Together, they aim to motivate young people to protect their skin from harmful UV radiation.

Please use our assets below to help promote the campaign.


Social media tiles

Examples of social media tiles to download

Your Time in the Sun video

Your Time in the Sun video


Further information


  1. Arnold M et al. 2018. Global burden of cutaneous melanoma attributable to ultraviolet radiation in 2012. Int J Cancer. Sep 15;143
  2. Doran C.M, et al. 2016. Benefit Cost Analysis of Three Skin Cancer Public Education Mass-Media Campaigns Implemented in NSW, Australia. PLoS ONE. 11(1)
  3. Cancer Institute NSW. Sun protection behaviours in NSW, 2017.  NSW Government. Available from: Available from https://bit.ly/3q9dkWn
  4. Australian Institute of Health and Welfare. 2018. Cancers in adolescents and young adults. Cat. no. CAN 100. Canberra: AIHW.