End The Trend - Campaign hub 2024/25

Resources for the End The Trend Campaign

Campaign summary

Our mission is to end the dangerous trend of skin cancer in Australia among young people by increasing adoption of sun protective behaviour.

Now in its second year, The Australian Government and Cancer Council Australia’s award-winning national skin cancer prevention campaign End The Trend is well underway. Its purpose is to challenge harmful attitudes to suntanning 2 in 3 Australians will be diagnosed with skin cancer in their lifetime.

Despite knowing why they need to protect themselves from the sun, young Australians are also influenced by social norms such as ‘I look healthier with a suntan’ or ‘I feel more confident with a suntan’, promoting unhelpful attitudes towards suntanning and attractiveness. The End The Trend campaign addresses these social norms and champions sun-safe behaviours through trusted voices.

The campaign began in summer 2023/24 drawing together influencers, publishers, and brands across fashion, beauty, and lifestyle to create content that models and promotes SunSmart behaviours as desirable and aspirational to young Australians.

Our campaign evaluation showed promising initial results, but we're only getting started on this multi-year strategy. The latest End The Trend campaign has run throughout summer 2024/25, gaining traction among young Australians.

This year, the campaign will continue to address Australia’s suntanning culture, aiming to increase the use of sun protection by young Australians.

Key messages

It's time we stopped normalising a suntan. 2 in 3 Australians will develop skin cancer in their lifetime.

Skin cancer: Let's End The Trend.
Just 15 minutes in the sun can start to damage your skin.
UV exposure is the cause of 80% of premature ageing.
Normalising suntanning is causing skin cancer to trend.

Facts and figures

Latest research shows most young Australians (74%) believe their risk of getting skin cancer is unlikely.
Almost 1 in 3 young Australians (31%) believe it’s fine to suntan at their age and fewer than 1 in 10 are consistently using all five forms of sun protection – Slip. Slop. Slap. Seek. Slide.
The research undertaken by Cancer Council to inform this campaign showed the majority of people aged 18-30 desire a tan, and almost 9 in 10 intentionally or unintentionally suntan.
2 in 3 Australians will be diagnosed with skin cancer in their lifetime, which is almost entirely preventable.
Every year nearly 2,000 Australians die from skin cancer, caused primarily by overexposure to UV.

Calls to action

Our campaign features a primary call to action:   

Slip, Slop, Slap, Seek and Slide.

You can also use these secondary calls to action across social media: 

Stay protected in the sun.
Avoid a killer tan.
Let’s stop normalising a suntan.
Stop making melanomas.
Use all 5 forms of sun protection

Some suggested hashtags that push for behaviour change include:

#SkinCancer
#SkinCancerPrevention
#SlipSlopSlapSeekSlide
#SunSafety
#SunSmart
#EndTheTrend

Campaign resources

End The Trend website

Social media

Spread the message by resharing our #EndTheTrend social posts from our organic social media channels.

Influencer content

Once again, our influencers have been busy creating plenty of incredible content aimed at normalising sun protection behaviours and shifting attitudes to suntanning among our target audience. Please consider resharing and supporting some of the content below, as it would help to spread the message.

Instagram

TikTok

Publisher and partner content 

Media and partner content is an essential component of this campaign. We worked with publishers that resonate and are trusted by our target audience. Feel free to share this content on your channels.

Campaign creative assets

Please share the campaign creative assets with your audience. These are a small selection of the broader creative you’ll see live in market.

Download all creative assets

Campaign video

Please watch and share the campaign video, which aims to increase awareness and understanding of the dangers of suntanning, as well as urge Australians to #EndTheTrend.

Thank you for your support. If you have any questions regarding licensing or campaign materials, please contact us at media@cancer.org.au.

Visit website

Discover information on how the sun damages your skin and useful tips on how to stay protected this summer.

Download campaign assets

Share our campaign creative assets with your audience to help #EndTheTrend.