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NIVEA SUN, the world’s leading Sun Care brand, launched the ‘Exposure Control’ campaign to address a growing concern in Dubai: not just the rising cases of sunburn, but the … read moreincreasing indifference to traditional sun safety messages. Recognizing that conventional warnings were losing their impact, NIVEA SUN sought a fresh approach, particularly with millennials who are constantly editing photos for social media. The concept of ‘Exposure’—a term well-known in photography—became a compelling and innovative way to re-engage this audience in the conversation about sun protection. The campaign utilised real, user-generated images from social media, overlaying the familiar phone camera exposure icon with the NIVEA SUN logo. This design emphasised the parallel between caring about the exposure in photos and the importance of controlling skin exposure to the sun. By tapping into a behaviour already ingrained in millennials—curating their online presence—NIVEA SUN delivered a relevant and resonant message that protecting your skin is as crucial as perfecting your photos.
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