The Leave your hat on campaign showed people with lighter skin colour getting ready to head outdoors and enjoy the day. It was a lighthearted advertisement that used the hit song 'You can leave your hat on'.
The advertisement was aimed at younger people, and in particular young men, as research had continued to find they were most likely to place themselves at risk of skin cancer.
The television and radio campaign ran in summer 1991/92 and again in 1992/93. The media budget was over $500,000 for the two years. Evaluation showed that 63% of the Victorian population remembered the advertisement.