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Purser Corporate Communication is a traditional public relations firm offering a tailored, integrated strategic approach. We work with our clients to further their business objectives.

Case Study: Check and Protect

Hunter Melanoma Foundation

Hunter Melanoma Foundation

The project:

A week-long social media campaign that raised awareness of the importance of sun protection and early detection, particular between the 15-39 age bracket.

The brief:

A week-long social media campaign that raised awareness of the importance of sun protection and early detection, particular between the 15-39 age bracket.

Our strategy:

Purser created a strategy around raising HMF’s online profile through a week-long campaign called ‘Check and Protect’. With melanoma being the most common cancer for people aged 15-39, we wanted to target this demographic and educate them on the importance of sun protection and early detection. We also used traditional media to gain a broader outreach.

Execution:

Throughout National Skin Cancer Action Week which is an annual initiative of the Cancer Council Australia and the Australasian College of Dermatologist, Purser filmed, edited and posted stories on HMF’s social media about people whose lives have been touched by melanoma in the Hunter region. We also used this time to introduce HMF’s newest ambassador, Newcastle Jets midfielder Patrick Langlois.

Outcome:

Through the Check and Protect campaign HMF’s Facebook page increased by 200 likes. The videos received excellent engagement, with each video receiving over 6000 views and one video in particular receiving over 19,000 views. Both Purser and HMF believed the goal was achieved in starting the conversation about checking and protecting your skin for melanoma and raising HMF’s online profile.  

You can view the video's here.

Services:

Media relations, Strategic communication, Digital media

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