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Cockburn’s ARC has delivered a gem of a marketing slogan, but some parents aren’t happy

Cockburn’s ARC has delivered a gem of a marketing slogan, but some parents aren’t happy
03 May
12:09

MARKETING managers have to be extra careful these days. One wrong move in the social media era and you’ve got a viral campaign disaster tarnishing your brand forever.

But on the flip side, you occasionally get a creative little gem that’s too good to ignore.

The Aquatic and Recreational Centre in Cockburn, Perth, has released a sunscreen awareness slogan just risqué enough to prompt a genuine giggle.

Feast your eyes on this pun-tactic piece of art:

A few people slammed the slogan as offensive and inappropriate for a recreational centre attended by children.

“This is not cool, sexual innuendos at a place where kids play?” wrote Perth father Ashley Highfield.

“I know it’s supposed to be funny but by emphasising the ‘burn’ it also emphasises the ‘cock’. Surprised it was approved,” said Leonie Kierath.

“Mmmmm not sure about that one …’ said Gail Smith.

But most users saw the humour in the sign, praising the centre’s efforts at bringing a bit of humour to an important message.

“I think it’s great, adults can have a giggle if they’ve got a dirty mind, and if you have children, they’ll hopefully pronounce Cockburn properly and see the burn intended for this,” said Melanie Evans.

User Diane Narey said: “I think it’s a brilliant sign everyone is talking about it if it means people start using more sun protection good on you ARC.”

Another person said whoever was responsible deserved a payrise.

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.

“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,” he said.

“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 50m pool to stop, read, hopefully smile and then think, it would be worthwhile.”

Gotta admit — it’s a pretty clever stunt.

No offence, puritanical parents.

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