The Wes Bonny Testimonial Campaign was developed after several rounds of qualitative research amongst teenagers and young adults throughout NSW. The campaign tells the true story of a young man who died of melanoma in March 2010, aged 26. Wes' story closely reflects the facts communicated in the earlier Dark Side of Tanning campaign - when Wes was 23 years old he was diagnosed with a melanoma of 1.4 mm on his neck, the melanoma was removed but it was already in his bloodstream and later spread to his brain.  Our research demonstrated that, while young people had heard the messages about melanoma, they did not really believe that it was something they had to worry about while they were young.  They also thought that they were already doing enough to protect themselves most of the time.  Wes’ story demonstrates that melanoma does affect young people. It also acknowledges that people know how to protect themselves, they just need to be more vigilant about doing it.  The campaign features Wes' parents, brothers and friends who recount their experiences of Wes' life, diagnosis and death.  The strength of Wes' story is that he was an average Australian. He, with his family and friends, did things that many young Australians do, such as playing sport, going to the beach and enjoying the iconic outdoor Australian lifestyle.

To view the first version of the campaign, click here

To view the second version of the campaign, click here

To view the third version of the campaign, click here

To view the fourth and final version of the campaign, click here

The Cancer Institute NSW iCanQuit campaign, which was informed by insights provided through our research, demonstrates the value, importance and role of willpower in quitting smoking.  We conducted several rounds of focus groups with NSW smokers, including exploratory research, concept testing and message refinement in the process of campaign development.  The campaign challenges smokers to re-think their understanding of willpower and how they could use willpower if they were planning to quit.  The message of the campaign is that every cigarette you don’t smoke is making your willpower stronger.  The television ads are supported by other media, including the iCanQuit website, the development of which our research was also instrumental in informing. To view the campaign, click here

The Dark Side of Tanning Campaign was developed by the Cancer Institute NSW through a process that involved several rounds of qualitative research amongst teenagers and young adults from Sydney and the surf coast areas around Newcastle and Coffs Harbour.  During the research, we identified that young people were paying little heed to sun protection messages because they did not really understand the seriousness of melanoma or how melanoma cells can spread throughout the body.  The advertisement shows the dangers of tanning and that damage can happen to skin even before it starts to show signs of burning.  It reveals the damage that occurs at a cell level and how this can lead to a deadly melanoma.  The campaign challenges the belief that a tan looks healthy and prompts people to re-consider their sun protection behaviour. To view the EFFIE award winning campaign, click here

Quit's first positive anti-smoking campaign in almost two decades urges smokers to Never give up giving up. After years of graphic health effects advertising, our research was instrumental in identifying the need for a more positively focussed message to encourage smokers to give quitting another go.  During exploratory focus group discussions it became apparent that smokers lacked confidence in quitting and that the existing campaigns that focussed on the negative effects of smoking were not encouraging them to overcome the sense of failure from unsuccessful quit attempts.  Our research was used to evaluate various advertising concepts for the campaign, and to identify the most effective messages to build smokers’ confidence to stop for good. To view the campaign, click here

Following from the success of the Don’t just sit there advertisement, our research was instrumental in assisting the Cancer Council Victoria to develop a new campaign to more effectively target young women.  PapScreen Victoria data showed that screening rates amongst young women have been decreasing, and our research confirmed that young women were putting off having a pap test, partly because of the awkwardness of the procedure.  The new advertising campaign, Peace of Mind, acknowledges that Pap tests can be awkward, but emphasises that in return women can have the peace of mind that comes from knowing they are protecting themselves from cervical cancer.  To view the campaign, click here