SPOTCECKER

TAL INSURANCE

  • The Case for Action

    Australia has one of the highest rates of skin cancer in the world, with two in three Australians diagnosed by the age of 70. Despite this alarming statistic, fewer than 25% of Australians regularly check their skin for signs of skin cancer. TAL recognised the urgent need to address this gap in awareness and action. The SpotChecker program was created to provide free skin checks and education, empowering Australians to prioritise skin health and early detection.

  • The Consumer Insight

    Australians value their outdoor lifestyle but often underestimate the risks associated with prolonged sun exposure. Many people intend to protect themselves but struggle to make skin safety a daily habit. TAL SpotChecker identified this disconnect and sought to make skin checks accessible and relatable, transforming a preventative health measure into a moment of personal responsibility and care.

  • The Brand Ambition

    Australians value their outdoor lifestyle but often underestimate the risks associated with prolonged sun exposure. Many people intend to protect themselves but struggle to make skin safety a daily habit. TAL SpotChecker identified this disconnect and sought to make skin checks accessible and relatable, transforming a preventative health measure into a moment of personal responsibility and care.

  • Marketing & Communications Director, AnalogFolk

    Agency & project lead for brand TAL Insurance.

  • A carefully curated channel mix was employed to maximise impact and align with the campaign's strategic goals, ensuring seamless execution across touch-points:

    • Event Management: Activations across six key locations in Australia.

    • PR & Media: Leveraging earned and paid media to amplify the brand narrative.

    • Content Production: High-quality visuals and videos tailored to the campaign’s storytelling.

    • Copy & Brand Narrative: Strategically crafted messaging to connect with target audiences.

    • Organic & Paid Social Amplification: Driving reach and engagement through targeted digital strategies.

    • Pop-Up Activations: Deploying SpotChecker stands and vans across high-traffic areas such as beaches, parks, and city hubs to maximise accessibility and visibility.

    • Dedicated Digital Resources: A custom landing page was created to centralise campaign information, offering tools for self-assessment and booking skin checks. High-impact infographics and visuals further reinforced key messages, making complex medical information accessible and engaging.

    • Bespoke Campaign Artwork: Developed to ensure consistent branding across all touch-points, from physical activations to digital channels.

  • To bring this project to life, I led and collaborated with a diverse network of teams and stakeholders, ensuring seamless integration across all facets of the campaign:

    • Creative Art Department

    • Production Crew

    • PR Media Team

    • Paid Performance Team

    • Healthcare Professionals and Dermatologists

    • Local Government Health Organisations

    • Community Influencers and Advocacy Groups

AU Market

Insurance

TAL Insurance

Skin cancer is one of the most preventable yet prevalent cancers in Australia. By creating the SpotChecker program, TAL underscored its commitment to safeguarding Australians not just financially but physically. This initiative wasn’t just about brand visibility; it was about saving lives. SpotChecker demonstrated that brands can lead with purpose, inspiring individuals to take control of their health and fostering trust through action.

Strategic Approach.

The TAL SpotChecker program focused on accessibility, collaboration, and education to drive impact.

Delivered over 671 free professional skin checks nationwide in the summer of 2023/24.

We targeted high-traffic areas such as Bondi Beach and major city hubs to maximise participation.

The Offering

Collaborated with leading dermatologists and healthcare professionals to ensure quality and credibility.

Partnerships

Provided educational materials to encourage regular self-checks and professional skin screenings.

Resources

By integrating professional services with actionable advice, SpotChecker turned awareness into a habit, creating lasting change in how Australians approach skin health.

Media Strategy.

We knew that raising awareness required a strategy as impactful as the program itself. The TAL SpotChecker media strategy was built around three core elements:

1/ Educational Content

Shared compelling stories, facts, and expert advice through social media, blogs, and TAL’s website to engage and inform.

2/ Earned Media Coverage

Partnered with national news outlets to highlight the program’s life-saving potential, amplifying its reach.

3/ Community Engagement

Leveraged local influencers and healthcare advocates to bring authenticity to the message and encourage participation.

We Shared the human stories behind cancer, bringing the message home.

Kristie’s Story

”It’s a natural tendency for mothers and parents to be looking out for our loved ones when it comes to engaging in skin safety. I’m now paying the price for not being just as diligent when it came to myself.”

Glen, 40, Skin cancer survivor

”If you haven’t had a skin check before or are overdue for one, book it in today. For me, booking that appointment literally saved my life.”

Nikki, 43, Impacted by skin cancer

”Im so glad that after mum, we’re creating a healthy culture around sun protection that our kids will pass down.”

Courtney, 38, Living with skin cancer

”My time with skin cancer has been an uphill battle...That’s why I’m making it my mission to spread awareness about how important wearing sunscreen is, and how we need to change the culture of glamourising tanning..”

By combining education with action, TAL SpotChecker transcended traditional marketing, positioning TAL as a brand that doesn’t just protect lives but actively works to save them.

The TAL SpotChecker program achieved meaningful outcomes, reinforcing the importance of proactive health measures:

Featured in major media outlets, generating millions of impressions and sparking a national conversation about skin safety.

National Reach

Record attendance at skin check events, with a significant increase in first-time participants.

Increased Participation

Surveys indicated a measurable rise in the number of Australians committing to regular skin checks and sun safety practices.

Behavioural Impact

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