Sun-savvy Australians who are serious about protecting themselves and their families from the sun’s harmful rays take centre stage in a new SunSense campaign, as we head into the warmer season and the UV index climbs.

Launching this week and developed by Geometry Australia, the new campaign showcases the expert credentials of SunSense sunscreen, and its ability to provide the kind of proven protection suitable for all skin types and situations.

The tagline ‘Expert Care for the Sun Aware’ is utilised throughout a range of executions focusing on different scenarios where people are exposed to the sun, beyond just a day at the beach. It coincides with the 30th anniversary of SunSense in Australia.

“Instead of the stereotypical ‘Bronzed Aussie’, we instead wanted to celebrate the Australians who actively protect their skin for all occasions,” explained Ewan Thornton, Business Director Geometry.

“It’s about showcasing the dedicated shade seekers, the mad hatters, the regular re-appliers – basically sun savvy Aussies everywhere, from all walks of life. Because everyday Aussies go out in the sun. To play. To work. To have fun. But everyday Aussies also sometimes get burned, either because they forget to wear sun protection or because they haven’t been sensible about how long they stay in the sun.  As a result the new SunSense campaign speaks to those Aussies that take the time to care for themselves and celebrate them in a unique, real and memorable way, and remind them that SunSense are the go to experts in the sun care field.”

The integrated campaign comprises a TVC, OLV, Print, Digital and Social, which will be supported by a full range of in-store POS throughout pharmacies across the country.

“By taking the focus away from the usual locations such as beaches, we’re aiming to highlight much broader usage occasions and educate Australians on all the occasions where they need adequate sun protection,” said Amanda Millis, SunSense Senior Brand Manager.

“It also builds on our announcement last year, that SunSense would continue to partner with the Melanoma Institute of Australia. As a country with one of the highest rates of Melanoma in the world, we are proud to support this organisation, the important work they do and continue to bring a reliable, expert product to Australians who want everyday protection they can count on.”

The TVC can be viewed here: https://www.youtube.com/channel/UCK9haCxg8FPqeKNIF21cy5A

Other executions will appear from this week in key locations and titles.