Get Plow’d – and Never Forget Protection

A new sun safety campaign hijacks a pop song to reach the Australians most at risk, themed: Never Forget Protection

With Melanoma being the most commonly diagnosed cancer among Australians aged 15 to 29 [Cancer Council Australia], Plow & the Versace Boys know the way to reach them is through humour not scare tactics.

Never regret a plow, never forget protection - If the satire goes over your head then great, and if it doesn't, then you're exactly the person it's for.

Plow Surf Co. a sun safe surf brand has launched a campaign 'NEVER FORGET PROTECTION' in line with Skin Cancer Awareness Month - started May 1.

The campaign has kicked off with the new track "PLOW'D" by Versace Boys, an Australian Byron Bay based satirical pop-hop duo whose catalogue lands risky, double-meaning material while no-one walks away offended.

PLOW'D drops the line "I'm gonna get around, never forget protection" throughout, bringing back the notion of an old public health promotion "If it's not on, it's not on" but with a whole new sun safe double meaning. 

Two in three Australians will be diagnosed with skin cancer by age 70, and more than 1,500 Australians die from melanoma every year… - but these kind of stats make youth zone out.

The track is on Spotify, Apple Music and all major streaming platforms now - it’s so catchy, you won’t be able to forget protection again.

"The audience most at risk is the same audience most likely to find the double meaning in the word 'plow', so instead of telling them to get their heads out of the gutter, we baited them with a bop.”

“Sun safety has been a bore our whole lives, so maybe the issue isn't the message, it's the delivery. It’s a daily chore and I’m obsessed with finding ways to bring it front of mind for my patients and customers. Who better to do it with than the Versace Boys"  - Grace Cooper, Skin Check Nurse and Founder of Plow Surf Co.

“Since meeting Grace and getting PLOW’D as, we really can’t see any reason why anybody wouldn’t want to be PLOW’D all day long” 

“She puts the pro into sun protection, we’ve never felt more glamorous while surfing at The Pass in Byron Bay. Now we make sure we drop in on every local so they know how good we look.” - Versace Boys - Will Herderson + Coast & Ocean 

The song will outlast the campaign.

LISTEN
Spotify: PLOW’D by VERSACE BOYS
Instagram: @plowsurfco · @theversaceboys

AND: Here’s a kinda ironic cautionary tale with Grace

ABOUT PLOW SURF CO. 

Australian sun-safe surf hat brand founded by Grace Cooper, Skin Check Nurse.
Mission: reduce skin cancer prevalence in Australia. @plowsurfco

ABOUT VERSACE BOYS 

Byron Bay satirical pop-hop duo (Will Henderson and Coastie). Existing tracks include Vegan [but I eat chicken on the weekend] and Gin & Cucumber. @theversaceboys