Promoting skin cancer awareness to the Millennial market in song.In 2008, a catchy rap-pop song It’s A Beautiful Day (For Cancer) hit the interwebs via social media sites MySpace, YouTube and was picked up by international news to turn into instant water-cooler talk.
The reason behind it? The song was performed by Australian rapper Al Bino and written by U.S. Producer Lyrics Born, to promote skin cancer awareness to 13-18 year olds. In the music video, it shows a story of a sun-kissed surfer who is ‘too cool for school’ to wear sunscreen or to cover up appropriately, while he is surrounded by bikini-clad women. Due to no protection from the sun, he has mole on his shoulder blade that becomes cancerous, which eventuates in his death.
With backing from The Cancer Council, this viral marketing campaign went left unbranded to appeal more to the audience.
You can read more about the song on the site: albinowebquest.com.au
Marketing campaign process: http://www.adnews.com.au/C5C66907-364D-4B54-927C0C2FE963FBE5
