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Hunter Melanoma Foundation
A campaign identity built on the language outdoor workers already know, road signage, turning sun safety into something that's understood at a glance and endorsed at an industry level.
The creative edge
The creative edge
SWAP it, to STOP it gives the Hunter Melanoma Foundation a campaign platform that speaks to outdoor workers in a visual language they already trust, signage, making sun safety as instinctive as reading the road.
Challenge
Australians grow up with sun safety. It's taught in primary school, reinforced through early education, and then quietly disappears. By the time someone enters the workforce, the messaging has stopped entirely, leaving outdoor workers at the highest point of UV exposure and the lowest point of awareness. SWAP was created to close that gap.
Challenge
Australians grow up with sun safety. It's taught in primary school, reinforced through early education, and then quietly disappears. By the time someone enters the workforce, the messaging has stopped entirely, leaving outdoor workers at the highest point of UV exposure and the lowest point of awareness. SWAP was created to close that gap.
Engagement
Industry
Not-for-profit, Health
Engagement
Calibration
Type
Campaign Strategy & Identity
Engagement
Industry
Not-for-profit, Health
Engagement
Calibration
Type
Campaign Strategy & Identity
Solution
Together with the Hunter Melanoma Foundation, we took a loosely defined workplace program and gave it a campaign identity built to scale. HMF had the training expertise but needed a platform to carry it into boardrooms, onto worksites, and across screens. We developed "Swap it, to Stop it" as a positioning line that embeds the program name, frames sun safety as simple habit swaps like caps for broad brims and singlets for sleeves, and anchors the broader message of swapping sun risk with sun safety. The visual identity draws on a language outdoor workers already trust, signage, with bold icons inside familiar sign shapes turning health messaging into something processed at a glance. The result is a partner-ready campaign platform that positions sun safety as a workplace standard, equipping the Foundation to attract partnerships and make it easier for businesses to invest in their people.
Solution
Together with the Hunter Melanoma Foundation, we took a loosely defined workplace program and gave it a campaign identity built to scale. HMF had the training expertise but needed a platform to carry it into boardrooms, onto worksites, and across screens. We developed "Swap it, to Stop it" as a positioning line that embeds the program name, frames sun safety as simple habit swaps like caps for broad brims and singlets for sleeves, and anchors the broader message of swapping sun risk with sun safety. The visual identity draws on a language outdoor workers already trust, signage, with bold icons inside familiar sign shapes turning health messaging into something processed at a glance. The result is a partner-ready campaign platform that positions sun safety as a workplace standard, equipping the Foundation to attract partnerships and make it easier for businesses to invest in their people.
Deliverables
Campaign strategy and creative platform
Campaign identity, iconography and visual language
Key headline and messaging framework
Workplace poster, billboard and print advertising suite
Digital banner and social media templates
Toolbox talk resources
Video production and television commercials
Partnership pitch deck and campaign guidelines
Deliverables
Campaign strategy and creative platform
Campaign identity, iconography and visual language
Key headline and messaging framework
Workplace poster, billboard and print advertising suite
Digital banner and social media templates
Toolbox talk resources
Video production and television commercials
Partnership pitch deck and campaign guidelines
Acknowledgements
Jack Hollingworth | Creative & Art direction
Kent Woodcock | Creative direction
Todd Davies | Videography
Kaye Brennan | Campaign Language
Acknowledgements
Jack Hollingworth | Creative & Art direction
Kent Woodcock | Creative direction
Todd Davies | Videography
Kaye Brennan | Campaign Language