TV ad: Breakthrough Cancer Research: Man Tan

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Web film series for social campaign that calls time on the Man Tan. A patch tan is never a good look. The only safe tan is a fake tan. Ireland has one of the highest mortality rates for melanoma in Europe, but research and data further identified that outdoor workers and outdoor sports people are in a high risk group - 25% of those diagnosed with melanoma are outdoor workers. In addition, men are more likely to die from melanoma than women so a disruptive and surprising approach was needed to reach as many of them as possible.
Agency: The Brill Building

There can be a reluctance to be vigilant with sunscreen, with some wearing the Man Tan as a badge of honour. These films designed to reach specific target audience, taking a light-hearted approach to land a deadly serious message.