The Brief
We developed a skin cancer prevention campaign built around the theme "Two Sides of the Sun". It presents the sun as both a life-giving force and a potential danger, depending on UV levels.
Traditional sun safety messaging wasn’t cutting through with audiences who viewed the sun mostly in a positive light. We needed a way to make the risks of high UV exposure feel relevant by leveraging the audience’s positive associations with the sun.
The Solution
Our campaign reframed the sun’s behaviour based on UV levels: gentle and nurturing below UV 3, destructive and harmful at 3 or above. This clear and memorable duality gave audiences a simple, science-backed reason to change behaviour.
Outdoor
Radio
The Outcome
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