Want to boost your credibility and score free publicity?

At SourceBottle HQ, we’re huge believers in the power of newsjacking – the art of tying your expertise to a timely awareness event to earn genuine media coverage that builds trust and visibility.

And rather than just telling you how to do it, we’ll show you exactly what that looks like.

Below are examples of how three very different businesses can position themselves as go-to expert sources in the lead-up to Skin Cancer Awareness Day on 20 November.

1. Skincare or Beauty Brand

Context: Skin Cancer Awareness Day is the perfect opportunity to link conversations about beauty, health and prevention. Whether you sell sunscreen, skincare products or run a beauty clinic, your voice can help shift the focus from aesthetics to protection.

MEDIA PITCH IDEAS

Expert Commentary: Offer a dermatologist or skincare expert to speak to media about “The SPF myths that are ageing your skin and putting your health at risk.”

How-To Story: Pitch practical tips on “How to choose the right sunscreen for your skin type” or “Five simple ways to make daily SPF part of your beauty routine.”

Data Story: Share survey results or insights about how Australians perceive sun protection habits. For example, “Half of Australians still skip SPF on cloudy days. Here’s why that’s dangerous.”

Visual Feature: Provide before-and-after UV skin scan images to illustrate the invisible damage that everyday sun exposure causes (a powerful hook for online and TV outlets).

2. Outdoor or Fitness Business

Context: With summer around the corner, outdoor fitness sessions, sports clubs and recreation businesses can easily tie their expertise to the skin safety message.

MEDIA PITCH IDEAS

Local Feature: Pitch a story such as “The gym making SPF part of every warm-up routine.” Highlight how your trainers model sun-safe behaviour for members.

Expert Q&A: Offer your head coach to talk about the real-world effects of exercising in the sun and simple adjustments that reduce exposure risk but enhance health benefits.

Community Story: Spotlight a member who’s been diagnosed with osteoporosis and is now passionate about safe levels of sun exposure (and how to achieve this) to support strong bone health. With permission, this can be an incredibly powerful and relatable story.

Public Awareness Campaign: Partner with a local skin clinic, pharmacy or sunscreen brand to host a SunSmart Session for your members or community. Think practical education on spotting warning signs, choosing the right protection and making SPF part of daily routines. It’s an easy, high-impact CSR story that media love.

3. Corporate or Professional Services Firm

Context: Skin cancer prevention isn’t just a health issue; it’s a workplace safety and wellbeing issue too. Every business can find an angle that ties into employee health, especially those with outdoor workers or community-facing teams.

MEDIA PITCH IDEAS

Data-Driven Insight: Seek out stats on the average amount of time Aussie workers spend in the sun and the economic cost of skin-related sick leave. Combine it with a call for more proactive workplace sun safety policies.

Expert Commentary: Offer a company director or HR manager to talk about “Why skin checks should be part of every corporate wellbeing program.”

Case Study: Pitch a short profile piece on your company’s new sun safety initiative; from providing wide-brim hats to installing shade structures or offering on-site skin checks.

Guest Article: Submit an op-ed to a business or HR publication on “Why sun protection should sit alongside mental health in every wellbeing budget.”

Why Newsjack Skin Cancer Awareness Day?

Skin Cancer Awareness Day is a globally recognised event that hits especially close to home for Australians, given our nation’s alarming skin cancer statistics. In fact, Australia and New Zealand record the highest melanoma rates in the world, with an average lifetime risk of around 1 in 13 for men and 1 in 21 for women. It’s no surprise, then, that journalists revisit this topic every year, always seeking fresh expert voices and practical advice to help keep their audiences sun safe.

From prevention and detection to mental health and recovery, there’s a wide range of story angles for businesses across all sectors. Whether you’re helping people stay safe outdoors, educating them about self-care, or building healthier workplaces, there’s room for your expertise in this conversation.

By positioning yourself as a credible, thoughtful source, you’re not just helping media – you’re helping your audience. And that’s the kind of exposure money can’t buy.

Skin Cancer Awareness Day falls on 20 November. For other events you can newsjack in November, download our FREE November 2025 Calendar.

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