How do you grab the nation's attention to reinforce such an important message as skin cancer prevention? This was a truly powerful campaign for the Australian Government spearheaded by MCM Media's, Greg Tremain. Working closely with the agency team at UM and Universal Music, Greg and the MCM Media team delivered a live event featuring Powerfinger with a clear and simple message. With tragic circumstances in his own family resulting from melanoma, Powderfinger lead singer, Bernard Fanning and the band showed tremendous support for the cause, reinforcing the 'protect yourself in 5 ways message' and reminding the audience to to stay safe from the sun. The artists' involvement generated extensive media coverage for both the event and the cause. The entire experience was captured for a free to air TV special and online amplification.