Disney - Vampirina - Sun Awareness

About

A computer animated children’s television series launched by Disney, became a hit with viewers worldwide. A story of a Vampire family moving from Transylvania to Pennsylvania, enduring a change in life whilst not scaring their human friends.

Problem

Raise awareness of damage to children’s skin by prolonged unprotected exposure to the sun.
To make this a fun and educational experience without instilling fear amongst parents and children. A National campaign launched between Disney Vampirina and Cancer Awareness Charities needing Solutions.

Plan of Action

Using the strengths of the established Disney and Vampirina brands, specially created stickers where to be handed out to young families. These special branded Vampirina stickers, when exposed to sun changed colour to warn that the time of exposure to the sun was reaching a dangerous level.

Teams wore branded Vampirina attire which the children and parents instantly recognised. Information packs containing colouring books, stickers and literature warning about the dangers of overexposure to the sun. Softball, Soft Play areas were the target locations, each had to be approached tactfully to explain what the purpose of the mission was about.

Key Outcome

By using a soft campaign, and being aware that this was a sensitive topic, the national teams handed out over 100,000 packs during a 3 month activation. Boosting awareness amongst young families to protect the skin of children.