Lead agency: Unity
Client: Cancer Research UK
Who came up with the idea?: Unity
Who signed it off client-side?: Abigail Brown, Cancer Research UK
Who delivered it?: Unity
Cancer Research UK tasked Unity with the challenge of discouraging youngsters from using sun beds.
Unity came up with the insight that the very insecurity that causes sun bed use – appearance – could be used to discourage usage and that skin scanners could be used to reveal the cosmetic damage that already lay beneath their young skin.
“R UV UGLY?” played into youth obsession with beauty and featured a photo booth that travelled the country dispensing passport pictures with a difference – they took UV images revealing the cosmetic damage beneath the skin / invisible to the naked eye.
A supporting media story saw the team persuade the UKs leading model agencies to agree to a zero sunbed tolerance policy.
The campaign saw 1,648 skin scans conducted and delivered 27 pieces of coverage, including a double-page spread in The Sun and a Metro front page, and 75 pieces of broadcast coverage, including ITV Daybreak, Sky News, Radio 1 and BBC Breakfast.
Following the completion of a pre- and post-campaign questionnaire, it was deemed that the R UV UGLY? campaign had provoked a marked change in reported attitudes to sunbed use. The majority of participants said that after engaging with the campaign, they would think twice before using a sunbed again.