Colin Splodge and the Sizzledodge
Edgewell Australia
Issue 42 | March 2017
Agency
J. Walter Thompson Sydney
Creative Team
Executive Creative Director Simon Langley Digital creative Director Jay Morgan Senior Writer Steven Hey Senior Art Director Dylan Soopramania
Production Team
Head of Production Lil Davison Agency Print Producer Anastasia Nielsen Head of Design Nick Doring
Other Credits
Senior Strategist Carly Yanco Group Account Director Bruce Pywell Account Manager Alex Tarurian PR Laura Barette
Date
December 2016
Background
Although most Aussies knew that using sunscreen was an important form of protection against the intense Australian sun, there were many other things that Australian families needed to do in order to stay safe.
Added to that, there were increasing stories in the media questioning the effectiveness of sunscreen when, in reality, it was often down to misuse and a lack of understanding.
The challenge was to educate parents on how to apply a completely sun safe regime with Banana Boat sunscreen AND show kids that sun safety, a typically dull subject for them, could actually be fun.
Idea
'Colin Splodge and the Sizzledodge' was the world's first sun-activated kid's book, the story about a little boy who loved being outside, and a strange creature that wanted to help him dodge the sizzle.
The quirky Sizzledodge character was printed in UV-activated ink so he only appeared when the pages were exposed to the sun.
The book was written to feature the five key sun safety tips, and deliver them in a unique and memorable way through a story that kids would want to read again and again.
Ultimately kids would remember that if the Sizzledodge was visible, they needed to apply their sunscreen.
The campaign was launched by mother of six children, actress and influencer Madeleine West and the books made available in partnership with Mamamia!, Australia's largest independent website for women.
Results
3,000 books were mailed out to mums who expressed interest.
The books are soon to be made available to schools.
Our Thoughts
It has taken a while but now the print industry realises it isn't going to be utterly destroyed by digital technology it is beginning to explore the boundaries of what is possible. Innovating with inks is just one of the most interesting developments of the last couple of years. We've seen inks made with blood, inks mixed with citronella to repel mosquitoes and, here, ink that fades in low light. Kids will love the magic of the Sizzledodge appearing and disappearing with the sun. And, by the way, if he's taught me a couple of things I didn't know about how to use sunscreen then he'll be doing the same for thousands of mums in Australia.