A new spot by the Danish Cancer Society takes a new approach to skin cancer prevention: it's presented by a bunch of kids who stage an intervention pleading viewers not to let their friends get burned.
Denmark has one of the highest rates of melanoma in the world, and last year a total of 40 % of all Danish children still managed to get sunburned, despite 10 years of sun awareness campaigns. So, agency &Co decided to use humor to get its message across.
Set in the popular vacation destination of Mallorca, Spain, the film is presented by a local kid who states: “Every year me and my gang find hundreds of you small red Danes. Red and boring!” We see a miserable red-skinned Danish child, as his friend urges small Danes to protect themselves because they're no fun to play with when they're burned and in pain.
“Using humor to tackle an urgent situation was a conscious strategy," says Ole Hoffmann, &Co art director. "Most people generally don’t like being told what to do but Danes possess an admirable ability to laugh at themselves. The humorous nature of the campaign allows us hold up a mirror to the Danes and show them how ridiculous it is to neglect sun protection. It’s an urgent reminder that invites them to play along and poke fun at themselves. And, crucially, no Danes got sunburned in the making of this spot."
As well as the ad, which is also backed by the Danish philanthropic foundation TrygFonden, the campaign includes giveaways of sun protection to families leaving Copenhagen airport to vacation abroad.