Kids of the world stage an intervention to protect Danish kids from skin cancer in the Danish Cancer Society and TrygFonden's charming new campaign, created by &Co NoA and … read moredirected by Peter Harton. Following the Cannes Lions award-winning campaign, 'Help a Dane,' which addressed Danes in general in 2017, this new campaign, 'Help a Small Dane', shifts its focus to tackling sun safety for Danish kids. Last year alone, four out of 10 children in Denmark were sunburnt on holiday. Many Danes get as much UV radiation in a week in Mallorca as they do in almost half a year in Denmark, and are at increased risk of skin cancer, including melanoma, in the long term. This latest tongue-in-cheek campaign sees children from around the world taking action to help put an end to this issue. Set in Alcúdia, Mallorca (a popular holiday destination for sun-seeking Danes), the film sees local kid, Ramon, urging small Danes to protect themselves from the sun’s rays so that they can stop being ‘red and boring’ and play with the other kids.
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