Melanoma, despite being nearly 100% curable (at stage one), remains one of the deadliest cancers, causing over 2,300 deaths annually in the UK alone. With a busy summer of sports ahead, we have initiated a new out-of-home (OOH) and social media campaign to emphasise the critical need for sun protection and skin checks while engaging in outdoor activities.
Crafted by brand strategy and creative agency Neverland, the ‘hard-hitting’ campaign features the words, ‘check and protect your skin from melanoma this summer’ alongside striking images of moles transforming into melanomas.
Each mole is artistically shaped to resemble a footballer, swimmer, and cyclist, symbolising the sports represented by our Sunguard ambassadors Rosie Muggeridge, Christian Lawal, and Daniel Whittaker. Each is strategically placed on the body where melanoma is typically found in each skin type.
“We understand the cause-based landscape of melanoma is cluttered with the same messaging and visuals, so we needed to do something different,” said Michelle Baker, CEO, Melanoma Fund. She continues “The headline and visual combination invites people to take a second look, transforming what may be dismissed as just a mole into a recognizable sports figure.
This campaign highlights the dangers of sun exposure, particularly for those in the UK who often overlook the importance of wearing sunscreen while engaging in their chosen sports. Our aim is that this powerful message cuts through to revise perceptions around sun protection and skin checking.”
Mr Siva Kumar, Consultant Plastic & Reconstructive Surgeon said, “Although getting active outdoors has many health benefits, too many sportspeople neglect sun protection, underestimating the deadly risk they are taking.” He continues “I see firsthand the devastating consequences of this oversight and fully support the message behind this ground-breaking campaign, designed to shock, and revise perceptions around sun protection and skin checking.
“By highlighting that not wearing sunscreen during outdoor sports can be fatal, we aim to drive home the importance of sun safety, helping prevent and detect melanoma early, and save lives.”
Andy Clough, Joint ECD, Neverland comments “Both my dad and I have survived skin cancer, so I felt compelled to continue the great work Neverland and the Melanoma Fund have done raising awareness of the disease.” He continues “With a summer of sport ahead, more people will be inspired to go outdoors. Getting them to check and protect their skin could save them from skin cancer.”
