SunSmart

A partnership between Cancer Council Victoria and VicHealth, SunSmart supports Victorians to prevent skin cancer and detect it sooner to save lives.

© SunSmart

Services provided

Media & Communications Strategy 2024-26

SunSmart Early Detection Campaign

Media releases, briefs & pitching

Talent interviews & case studies

Stakeholder toolkits & eDMs

Key messages development

Social media content & design

Website audit & copy

Retainer for ongoing support

How we worked together

I was incredibly fortunate to work alongside SunSmart at Cancer Council Victoria for more than a year, with a mix of projects and ongoing retainer support for the wider SunSmart programs team. The weekly retainer support, provided both in-person and online, delivered a monthly schedule of social media content, media releases and briefs, stakeholder toolkits and communications, eDMs, website copy and program communications.

SunSmart also engaged me to lead the 2024 Early Detection campaign in regional Victoria, developing the Media & Communications Plan, key messages, social media content, stakeholder toolkits and communications, media releases, media pitching, and media briefs for the CEO and Premier of Victoria, along with other supporting material as needed. The campaign resulted in media coverage by Channel Nine News and regional newspapers.

Given the deep knowledge of SunSmart, its goals and its messaging, it made sense for me to develop the SunSmart Media & Communications Strategy 2024-26, and the accompanying Media & Communications Plan for 2024-25.

Links to work

Elle has been an exceptional leader in media and communications for the SunSmart program in 2024. She quickly grasped research, data and key messages and effectively translated it into impactful health communications that supported both earned and owned media. Under her leadership, media releases secured exclusive coverage on the front page of Herald Sun and page two of The Age, along with supportive quotes from case studies, spokespeople, and Members of Parliament.

Elle led the SunSmart early detection campaign, which was communications-led, supported by a small paid media spend in regional Victoria. She delivered a multi-pronged communication strategy that reached consumers, health professional stakeholders, media outlets and internal stakeholders. Her attention to detail and strategic advice ensured that our messages resonated, driving successful outcomes that she was able to report to our funders, including having the Local Member of Bendigo East and Premier of Victoria, the Hon Jacinta Allan, attend and speak at the campaign launch in Bendigo.

Elle also developed the strategic media and communications plan for future years, drawing on her experiences within the program and identifying opportunities, such as adding LinkedIn to the suite of owned communication channels and driving more engagement with digital channels as we phase away from hard copy resources. Elle is solution focused, positive and diligent in her work, she worked alongside the team utilising her communications skills to support program objectives. Elle comes highly recommended by the SunSmart team.

Emma Glassenbury
Head of SunSmart
Cancer Council Victoria