Creative agency Junior has designed a sun safety awareness campaign on behalf of client the Queensland state government.
The campaign utilises the ‘Sun Mum’ character.
Philip Stork, Queensland health marketing manager said: "It's not what we'd normally do for sun safety campaign. But our research shows that it's not education that young Queenslanders need, it's engagement, especially young males. They know they're meant to be sun safe, and they're not opposed to it, they just need constant reminding."
Sun Mum is executed via a blog which posts weather report and UV alerts, videos, cake recipes, flower arranging tips and commentary on Lara Bingle.
Jonathan Drapes, creative director at Junior said: "As a mother, she's absolutely shithouse at every aspect of parenting, including social media, but when it comes to sun safety nothing gets past her."
The execution is launched via Junior, Cru Digital, Mediacom, Fabric Films and Skeet Booth.