‘Rub It In’ will use the agency for the next six months, up to and beyond its May launch.
The campaign centres on Paolo – a moustachioed comic persona who encourages teenagers to use sunscreen.
Mischief founder Mitchell Kaye heads the account, reporting to TCT comms director Lucy Jackson. Jackson said the charity was keen to successfully reach out to more teenagers, and had looked at three agencies with experience of
working with teenage audiences.
Although the charity is called the ‘Teenage’ Cancer Trust, the campaign will target people from the age of 12 to those in their early 20s.
Mischief is charged with generating radio and magazine coverage aimed at drawing teenagers to Paolo and his message. The agency will also highlight research tracking teenagers’ attitudes to sun protection.
This month, the TCT finalised an impressive line-up for a series of forthcoming charity rock gigs. Noel Gallagher, The Coral, Kasabian, Kaiser Chiefs and The Who will take to the stage in a week of shows in March organised by The Who singer Roger Daltrey.
‘Rub It In’ is a reprisal of the trust’s successful campaign from last year.