End The Trend - Campaign hub 2024/25
Resources for the End The Trend Campaign
Campaign summary
Following the success of last year’s national skin cancer prevention campaign, The Australian Government and Cancer Council have partnered again for the ‘End The Trend’ campaign. Its purpose is to encourage young Australians aged 18-30 to adopt SunSmart behaviours.
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 promoting unhelpful attitudes towards suntanning and attractiveness.
‘End The Trend’ addresses the bad social norms of suntanning and champions being SunSmart 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 new ‘End The Trend’ campaign will run throughout summer 2024/25, with more creative assets and influencer content to come.
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
Website
Discover useful information on how to protect your skin this summer.
Posters
Share our campaign creative assets with your audience to help #EndTheTrend
Videos
Download different size options for each social media channel.
Social media
Spread the message by resharing our #EndTheTrend social posts from our organic social media channels.
Influencer content from 2023-2024
Below are some of our influencer content from the ‘End The Trend’ campaign 2023-2024. Please consider resharing and supporting some of the content below, as it would help to spread the message.
More influencer and publisher content will be available soon, so please watch this space.
TikTok
Publisher content
Examples of social media posts
Here are some examples of social media assets and copy you can share on your social media channels. Please feel free to reframe the messaging to suit your target audience as necessary.
Post 1:
Reel (1:1 and 9:16 format)
Creative:
- Square 1:1 asset - End The Trend_Video_1x1_15”
- Vertical 9:16 asset - End The Trend_Video_9x16_15”
Caption:
Avoid a #killertan - just 15 minutes in the sun can start to damage your skin.
This summer, don’t forget to Slip, Slop, Slap, Seek and Slide 🧥🧴👒⛱️ 🕶️
For more information on the five steps of sun safety, head to cancer.org.au/end-the-trend/sun-protection-looks-good-on-you ☀️
@EndTheTrend @AustralianGovernmentDepartmentofHealthandAgedCare @CancerCouncilAustralia
Post 2:
Static post (1:1 format)
Creative:
- Square 1:1 asset – End_The_Trend_Runner_image_1x1
Caption:
#SunsOutCancersOut ☀️
2 in 3 Australians will develop skin cancer in their lifetime, which can be almost entirely prevented. Let’s #EndTheTrend today.
Don’t forget to Slip, Slop, Slap, Seek, and Slide.
@EndTheTrend @AustralianGovernmentDepartmentofHealthandAgedCare @CancerCouncilAustralia
Campaign creative assets
Share the campaign creative assets with your audience. These are a small selection of the broader creative you’ll see live in market.
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.