SpotChecker
TAL INSURANCE
Campaign Development / Project Management / Creative Content Production
The TAL SpotChecker Campaign marked its 7th year of championing skin safety awareness in Australia. For the 2023/24 iteration, TAL elevated its efforts by incorporating vox pop-style content and socially native video assets to educate Australians about the importance of regular skin checks. Through a mix of creative executions, the campaign sought to normalise skin checks as a routine part of health maintenance, leveraging real-world insights and community engagement to drive impactful conversations.
INSURANCE / B2C / HEALTH / ADVOCASY
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As Marketing Director and Senior Production Lead, I directed the development and execution of the TAL SpotChecker campaign, including:
Leading the creative team to ensure the campaign’s tone aligned with TAL’s brand values.
Overseeing the production of vox pop-style content across key locations.
Collaborating with digital marketing teams to optimise asset performance across multiple channels.
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National: Australia, targeting both urban and regional audiences with high UV exposure.
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TAL Leadership Team: Strategic alignment and approvals.
Creative and Production Teams: Executed vox pop shoots and developed digital assets.
Community Participants: Engaged in vox pops to provide authentic, relatable content.
PROJECT OBJECTIVES
Highlighting the rising risks associated with increasing UV exposure during record summers.
Driving traffic to the TAL Skin Checker Hub through engaging digital content.
Reinforcing TAL’s positioning as a leader in life insurance that prioritises community health and well-being.
THE CONSUMER INSIGHT
Despite Australia’s high skin cancer rates, only 1 in 5 Australians self-check their skin regularly. This knowledge gap presented an opportunity for TAL to address the issue with a supportive, educational, and action-oriented campaign.
THE CLIENT AMBITION
To solidify TAL’s reputation as a trusted advocate for skin safety by delivering practical, accessible tools and resources that empower Australians to take control of their health.
My Strategic Approach
The campaign utilised a multi-channel, socially native approach to maximise engagement.
Creative Messaging
Refreshed the campaign’s tone of voice to ensure it was warmer, supportive, and action-oriented.
Simplified CTAs to “Learn how to spot-check for signs of skin cancer,” driving traffic to the online hub.
Vox Pop Execution
Conducted vox pop interviews across high-traffic locations like Coogee Beach, Pitt Street, and Prince Alfred Park.
Used light-hearted questions to engage audiences, such as, “Do you know what the UV index is today?” and “How many times have you checked your skin for signs of cancer this year?”
Captured content natively using iPhones for authenticity while maintaining professional audio and editing.
Digital & Social Creative Diversification
Designed TikTok-optimised videos with interactive elements, including polls, sliding bars, and emoji-based visuals to appeal to younger audiences.
Developed LinkedIn and Instagram assets to target both consumer and partner audiences.
Adapted vox pop content into YouTube Shorts for extended reach.
Content Diversification
Created statistic-driven videos to highlight key facts, e.g., “70% of Australians don’t check their skin regularly.”
Included call-to-action overlays and brand consistency across all social assets.
The Results Speak for themselves.
Audience Reach: Over 2 million Australians reached across Meta, TikTok, and YouTube platforms.
Engagement: Achieved a 19% engagement rate, including clicks, comments, and shares.
Website Traffic: Directed 25,000 visits to the TAL Skin Checker Hub, resulting in a 15% increase in self-check sign-ups.
Behavioural Impact: Post-campaign surveys revealed a 25% improvement in awareness of UV safety and skin-checking routines among participants.