AusLeisure

Having just passed a highly successful first year of operations, Perth’s Cockburn ARC aquatic and recreation facility has released a sunscreen awareness campaign with a risqué slogan.

The cheeky marketing slogan has reportedly gone viral on social media, with an inevitable backlash with some parents claiming it has an inappropriate message for children.

However, most users have seen the humour in the sign, praising the efforts of Cockburn ARC - a winner in the 2017 Leisure Industry Communication and Marketign Awards - as bringing a bit of humour to an important message.

City of Cockburn Governance and Community Services Director Don Green told the Cockburn Gazette the clever campaign was thought up to make people take notice of a serious issue.

Green advised “skin cancer is the most common cancer in Australia ... still people do not apply sunscreen despite the risks and sadly we see this habit regularly at the ARC.

“People are bombarded daily with signage, advertising and communications and it is a marketing challenge to convey important messages that cut through all this ‘banner blindness’.

“If we could get someone walking outside on the 50 metre pool to stop, read, hopefully smile and then think, it would be worthwhile.”

In addition, due to the higher than expected demand on the aquatic facility, Cockburn ARC is to install a swim wall in its 50 metre pool.

The inflatable structure, permanently fixed to the bottom of the 50 metre pool, can split the pool in half, providing the equivalent of two 25 metre pools, enabling the facility to accommodate additional recreation swimmers, inflatables and lap lane swimmers. 

1st March 2018 - COCKBURN ARC WELCOMES ONE MILLIONTH VISITOR 

13th November 2017 - NEW STEPS IMPROVE ACCESS TO COCKBURN ARC POOL 

29th August 2017 - COCKBURN ARC BRANDING ACHIEVEMENTS RECOGNISED WITH INDUSTRY COMMUNICATIONS AND MARKETING AWARD

31st July 2017 - COCKBURN ARC WINS MASTER BUILDERS AWARD 

20th May 2017 - COCKBURN ARC OPENING A NEW ‘FACILITY BENCHMARK’ 

1st March 2017 - WATERSLIDE COMPLETION SEES COCKBURN ARC ENTER FINAL STAGES BEFORE OPENING

13th February 2017 - S.R.SMITH COMPLETES SWIMWALL INSTALLATION AT GRIFFITH UNIVERSITY GOLD COAST CAMPUS

27th June 2016 - DOCKERS ANNOUNCE NAMING FOR OVAL AT NEW COCKBURN TRAINING BASE

5th May 2016 - MULTI-MILLION DOLLAR WESTERN AUSTRALIAN AQUATIC AND RECREATION COMPLEX TO BE KNOWN AS COCKBURN ARC 

7th October 2014 - AUSTRALIA LEADS THE WORLD IN DECLINE IN SKIN CANCER

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