These skin cancer awareness posters are printed in sunscreen

Campaign by Leith graphically demonstrates the effects of UV rays

Published On
Aug 11, 2022
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With the U.K. experiencing a prolonged period of hot weather, there's never been a more urgent time to ram home messages of skin cancer awareness. A new campaign by Melanoma U.K. does this with an outdoor innovation: posters printed with sunscreen to demonstrate the effects of UV rays.

Agency Leith printed warnings in sunscreen onto specialist UV paper, which changes color and burns as a reaction to UV rays. As the posters were exposed to the rays, the sunscreen messages appeared warning of the risks that UV exposure poses to your skin. 

The campaign also includes messages about the importance of effective skin protection during every weather condition, not just full sun. 

 

The posters are running in outdoor spaces across the U.K. and across social media.

“This quirky and creative campaign with Leith highlights the dangers that UV radiation can pose when least expected," said Diana Cannon, corporate partnership Director, Melanoma UK, in a statement. "Sunburn doesn’t just happen abroad or on sunny days, the sun is often strong enough in the U.K. to damage your skin, even if it’s cold or cloudy. It is still possible to enjoy being outside but we need to take steps to prevent the chance of skin cancer from occurring, especially as the risk of melanoma is set to increase due to global warming."

A poster with the text, "Sunlight exposes you to the risk of skin cancer."

“With the changing environment, making heat waves more common, the risk of melanoma has never been higher," added John McPartland, creative director of health at Leith. "However the risks of melanoma don’t just exist during heat waves. We wanted to not only highlight the dangers UV pose, but show the protection that sunscreen can offer against them.”

Credits

Date
Aug 11, 2022
Client :
Melanoma UK
Agency :
Leith-London

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