Case Study: Skin In The Game

Hunter Melanoma Foundation

The project:

A program that educates sporting teams within the region about the risks of melanoma while providing sun smart and skin check tips.

The brief:

Purser was engaged to provide strategic communication, media relations, and digital content.  

Our strategy:

Purser created a strategic approach that the Hunter Melanoma Foundation (HMF) could present to sporting clubs around the region. For the first ‘Skin in the game’ program with the Newcastle Jets we liaised with the media and created short videos for HMF’s social media platforms to raise the organisations profile.  

Execution:

Purser provided an integrated approach to the ‘Skin in the Game’ program and created sound media relations. We worked alongside Hunter Melanoma Foundation’s Executive Director, Claudia Tolhurst to bring this program to the Newcastle Jets players by providing them with free skin checks and an educational talk about the importance of checking and protecting their skin. Purser filmed the day that was later turned into a short video for HMF’s social media platforms.

Outcome:

A new relationship was formed between the Newcastle Jets and HMF, which has allowed HMF to be part of other events such as running the Newcastle Jets half time activation in February 2020. It also raised the profile of HMF in both traditional and digital media.

You view the full video here. 

Services:

Media relations, Strategic communication, Digital media