R UV UGLY?
Cancer Research UK
To stop teenagers using sunbeds we had to show that we understood what motivated their use – a mixture of vanity and insecurity. We didn’t lecture; we simply shared some knowledge and showed support in the many challenges of being a teen today.
Our R UV UGLY? touring photo booth dispensed UV images that revealed the damage beneath, invisible to the naked eye – ouch. Coupled with a news story that saw the UK’s leading modeling agencies agree a zero tolerance policy towards sunbed usage, our campaign proved to be both news and feed-worthy, resulting in an overall reduction in sunbed use.
Importantly, we showed that true beauty is more than skin-deep and that CRUK supports and recognises the challenges of everyday teenage life, which drew them to the campaign and made them happy.