Dive into a bold, game-changing campaign that turns sun safety into a cool, must-do habit for teens, while raising awareness about melanoma's hidden dangers.
 

Problem

Teenagers (12-16) are often unaware of or ignore the dangers of prolonged sun exposure and harmful UV rays. This risky behavior increases their likelihood of developing melanoma as adults. Despite being exposed to campaigns like “slip, slop, slap,” these messages might not resonate with their sense of fashion or lifestyle, leading to poor adoption of sun-safe behaviors.
 

Insight

Teens are heavily influenced by fashion, social media trends, and aspirational imagery, rather than fear-based messaging. By aligning sun safety with fashion and modern social media trends, we can shift perceptions from sun safety being a chore to it being a cool, stylish, and necessary behavior that fits into their everyday lives.
 

Idea 

The campaign introduces "Sun Smart Style," blending the five steps of sun protection (cap, sunglasses, sunscreen, long sleeves, and umbrella) into trendy, aspirational fashion items. Utilizing Y2K fashion influences and platforms like Instagram and TikTok, the campaign shows how sun-smart choices can be both stylish and functional. Bright, eye-catching designs, paired with Gen Z-relevant headlines and visuals, encourage teens to adopt sun-safe behaviors as part of their everyday routine, making melanoma prevention fashionable and fun.