Skin Cancer is still the biggest cancer killer of young Australians. Where sun safety campaigns had taught people to be vigilant about the sun at the beach, it hadn’t changed their attitude towards UV exposure in the rest of their lives.

We were tasked with changing the behaviour of young Australians to protect themselves and be aware of the dangerous and cumulative threat of incidental UV exposure. To achieve this we created a deadly metaphor for the invisible UV raining down around us.

The campaign ran in cinema, social and OOH.