Using a powerful partnership to drive behavioural change.

La Roche-Posay

Opportunity:

French sensitive skincare specialist, La Roche-Posay, engaged Cassette’s PR team to lead the communications supporting its ‘365+ Summer Campaign’, aimed at educating Australians about using sunscreen to protect their skin from UVA/UVB rays year-round.

In a country where skin cancer is likely to affect two in every three of us, the importance of wearing sunscreen daily cannot be understated; not only does it protect against aesthetic skin damage such as ageing and hyperpigmentation, sunscreen use saves lives.

+ Communications strategy
+ Media engagement
+ Influencer program
+ Event production

Strategy:

To demonstrate La Roche-Posay’s dedication to sun protection in a meaningful way, Cassette established a partnership with Skin Check Champions, which works to increase awareness of early melanoma detection.

La Roche-Posay became Official Sunscreen Partner of Skin Check Champions on day one of Summer, committing funds to assist with a target of 10,000 free skin checks and creating a media moment at the same time. Adding high-profile advocacy to the campaign, Cassette engaged TV personality Deborah Hutton (whose 2020 facial scar selfie post skin cancer surgery was front-page headlines) as ambassador, using her personal experience to convey the importance of daily sunscreen application, regular skin checks, and the launch of La Roche-Posay’s physical educational hub – a two-month pop up at Bondi Beach, called the 365+ Summer Skin Lab.

Success:

Cassette’s PR campaign, with its powerful advocates and widespread media approach, secured hundreds of pieces of coverage, headlined with a Sunrise segment and spanning broadcast, print, online and social, with a combined reach of over 56 million. The campaign yielded unprecedented results for La Roche-Posay: the end of summer period saw La Roche-Posay’s Anthelios 50+ sunscreen experience its strongest 12 months ever in the Australian market. But for a campaign like this – with the ability to change and save lives – it is the widespread education and impact on sun safety behaviour that are even more important.