Creative agency Havas London has partnered with skin protection brand LifeJacket and cancer charity Melanoma UK to launch a new campaign that aims to drive greater awareness of ‘skyrocketing’ skin cancer rates among British men.
Capitalising on the ongoing FIFA World Cup in Qatar, a tongue-in-cheek out-of-home activation has been created, parodying Wayne Rooney’s iconic 2006 poster.
Replacing Rooney’s St. George’s cross-clad bare torso is a rotund England fan, baring the unmistakable red marks resulting from sunburn. The assets will be placed in and around Heathrow, targeting fans travelling to Qatar for the tournament.
Commissioned after recent research revealed that melanoma rates among men have risen 50% in the last decade, the campaign encourages football fans and the wider public to take simple measures to protect themselves – following indications that only one in five men regularly uses sunscreen.
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“Skin cancer is relatively controllable versus many other cancers, and there are things that can be done to avoid it,” LifeJacket Skin Protection co-founder, Billy Boulos said.
“It’s just that men don’t – with women three times more likely to use sunscreen. Our mission at LifeJacket is to change attitudes and behaviour towards everyday skin protection and ultimately, stop the increase in skin cancer.”
The campaign’s key product, ‘Fan paint’ – a sunscreen/face paint hybrid allows fans to sport their team’s colours, whilst protecting themselves from UV light. Former England star and skin cancer survivor Paul Merson has been recruited to front the campaign as a Fan Paint ambassasor.
Havas London creative partner, Elliott Harris added: “When it comes to their team, men are hopelessly, if endearingly, loyal. When it comes to sun protection, men are stubborn – or at the very least, uneducated.
“With Fan Paint, we tap into one trait to help affect the other, piggybacking on existing fan behaviour to raise awareness, change attitudes, and save lives. It’s a beautifully simple creative solution to a real-world problem – or, in other words, what we’re best at.”
