Cancer Research UK wanted a campaign to get young women to protect their skin from the summer sun. Their budget was small, so it was important to get a big reach at a low cost.
Our key insight was that most young women don’t worry about skin cancer. They’re more interested in preventing premature ageing and looking good on the beach. So, we enlisted the help of women they trust: YouTube beauty vloggers. We gave the influencers a UV skin scan to reveal how much sun damage they already had. Then we asked them to get creative. How would they protect their skin while staying on-trend at the beach?
We cut the content into a series of short documentaries and pre-roll, while the vloggers created videos of their own. And when the results came in, we overshot their targets by four.
ART DIRECTION
SOCIAL CAMPAIGN
