Campaign overview
The ‘If you could see UV’ campaign, also known as ‘Arrows’ highlights the insidious and invisible nature of UV radiation’s dangerous effects on our skin and health. The target group is West Australians aged 18-45. The campaign is live in WA from December 2024 to March 2025 and is positioned across several mass media channels including cinema, social media, search, out of home, online video, audio and mobile display.
Watch the campaign video
Why we need a campaign
To prevent skin cancers | Each year in Western Australia over 1,400 cases of melanoma are diagnosed, and over 100 people will lose their lives to this disease. In addition, non-melanoma skin cancers are very common, with two in three Australians diagnosed with skin cancer in their lifetime.
Misconceptions about heat and UV | Many West Australians associate warm temperatures as the cause of sunburn, skin damage and future skin cancers; but the truth is that it’s UV radiation that damages our skin. Clouds and cooler temperatures don’t protect us from UV radiation, as shown in the ‘If you could see UV’ campaign video.
Tans are still trending | West Australian young adults consistently engage in less sun protective behaviors compared to older age groups. Research from 2023 found that most WA young adults rarely wear protective clothing or sunglasses. The damage UV radiation does to our skin builds up over time, so to reduce the incidence of melanoma, it’s important to continue educating and motivating our community to protect their skin.
Economic benefits | A recently published economic evaluation of SunSmart WA’s programs has revealed the real-world impact of our work. The study found that over the next 20 years, the SunSmart WA program is expected to prevent 1000 deaths from melanoma and save Governments over $650 million in avoided healthcare costs and productivity losses*. Additionally, over 13,000 melanomas are projected to be avoided, as well as 300,000 non-melanoma skin cancers.
Slip, Slop, Slap, Seek, and Slide to fight skin cancer with SunSmart WA.
*Based on skin cancer prevention investment 2000 – 2020.
Campaign audience
The target group is West Australians aged 18-45.
Key campaign messages
- Melanoma is one of the most common cancers among Australians
- If you could see UV, you would protect your skin
- Be prepared before you go outdoors.
- Protect your skin in five ways: Slip, Slop, Slap, Seek, Slide
Campaign assets
At the core of the ‘If you could see UV’ campaign is the visual depiction of an invisible threat; the artist’s clever likening of UV radiation to sharp and dangerous arrows falling from the sky, onto both protected, and unprotected skin.
Take advantage of our free downloadable social media videos below or share our ‘If you could see UV’ YouTube videos to help promote SunSmart WA’s message with your community.
