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Queensland is known as the Sunshine State, but it's also the skin cancer capital of the world. Traditional sun safety campaigns have spent millions promoting the 5 S's of sun safety: SLIP on a shirt, SLOP on sunscreen, SLAP on a hat, SEE shade, SLIDE on sunglasses. Yet skin cancer rates continue to rise.
Movie trailers and posters started appearing across Queensland, but we were actually using the science of horror movies to change sun safety behaviours.
When people watch scary movies their dopamine levels spike, making them more receptive to neurochemically conditioned behaviour change. With every dopamine spike, we were able to sear the 5 S's of Sun Safety into the minds of our viewers.
