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The nation’s love affair with tanning seems far from dwindling and despite recent legislation banning under 18’s from using sunbeds, many continue to do so.
Research worryingly revealed that despite warning messages, skin cancer rates have quadrupled over the past 30 years. Melanoma is also one of the few cancers to affect young people. We created R UV UGLY?, an initiative for Cancer Research UK’s SunSmart team, which called on young people to face the damage being inflicted on their skin in pursuit of a tan.
The R UV UGLY? campaign tapped into the British obsession with appearance, and targeted both the influencer (28-44) and influenced (16-18). Unity felt that demonstrating the impact of sunbed use on appearance, would cause Britain’s to face facts and think twice before taking to a sunbed.
The nation’s love affair with tanning seems far from dwindling and despite recent legislation banning under 18’s from using sunbeds, many continue to do so.
Research worryingly revealed that despite warning messages, skin cancer rates have quadrupled over the past 30 years. Melanoma is also one of the few cancers to affect young people. We created R UV UGLY?, an initiative for Cancer Research UK’s SunSmart team, which called on young people to face the damage being inflicted on their skin in pursuit of a tan.
The R UV UGLY? campaign tapped into the British obsession with appearance, and targeted both the influencer (28-44) and influenced (16-18). Unity felt that demonstrating the impact of sunbed use on appearance, would cause Britain’s to face facts and think twice before taking to a sunbed.
We partnered with sk:n, the UK’s number one skin clinic, to offer the public a ‘Two for none’ on skin scans. The latest UV scanning technology was used to reveal the hidden damage lurking beneath the surface of the skin, as a result of sun damage.
We also created the R UV UGLY? photobooth, which incorporated UV skin scanning technology. Unity toured Manchester and Newcastle, having established that residents are among the worst sunbed offenders. Participants got a standard and UV photograph to take home, and were given a full skin consultation by sk:n specialists, examining any damage that the scan had picked up.
In order to boost awareness, Unity engaged several celebrity advocates. In addition, just before the launch of London Fashion Week 2012, we convinced the top UK model agencies including Elite, Storm and Models1 to agree to a zero sunbed tolerance policy across their models. This provoked a surge in coverage, landing us the front page of the Metro and front of book coverage in the majority of nationals, Vogue, Harpers Bazaar and so on.
Following the completion of a pre and post campaign questionnaire, it was deemed that the R UV UGLY? campaign had provoked a marked change in attitudes to sunbed use. The majority of participants said that after engaging with the campaign, they would think twice before using a sunbed again.