A bronze Cannes Lions for Ogilvy Health UK, Ogilvy PR and Skin Cancer UK at Cannes Lions International Festival of Creativity. The 'Melanoma Law' campaign called for change to the outdated Sunbed Regulation Act. Just as regulations have been updated to remind consumers of the dangers of nicotine in cigarettes, the campaign called on the UK government to mandate showing the risks of UV exposure on sunbeds and in salons. John McPartland, ECD, Ogilvy Health UK: “I am very proud of our campaign. So much has changed in society in the last 13 years, the Sunbed Regulation Act as it stands simply isn’t fit for purpose. The huge spike in social media trends around using sunbeds in the last year is a reminder why we need to act now. Young people are seeing all the perceived benefits of using sunbeds on social media but aren’t being reminded of the dangers their use presents in later life. That is the true power of creativity - to change laws and change lives.” The campaign included OOH, PR, Influence, VOD and social. The striking creative filmed the process of placing a physical copy of the Sunbed Regulation Act on a sunbed emitting the same amount of UV rays legally allowed. The progressive damage to the paper is used as a stark reminder of the cancerous effects of UV exposure on skin. The burnt legislation was used in OOH placements. #BorderlessCreativity
Watch the film: https://www.youtube.com/watch?v=bljF1l_20Dc
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Director of Communications Ogilvy UK
2wRead the launch article in industry bible Creative Salon Worldwide: https://creative.salon/articles/work/ogilvy-health-uk-skin-cancer-uk-the-melanoma-law