Cannes Lions

DON'T GET TOASTED!

PINK CARROTS, Frankfurt / LEO PHARMA / 2014

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Overview

Description

Challenge: Skin cancer is the most common form of cancer in Germany. The problem: except on holiday, most people do not protect themselves of the dangers of UV radiation. LEO Pharma requested an effective educational campaign to change that. By raising awareness, without frightening people.

Strategy: We launched a broad, cross-channel educational campaign, based on one simple, central idea: Skin reacts like white bread - every minute of “toasting” counts. Based on this, we anchored our message in daily life and called the public to action with the message “Don’t get toasted!”. Furthermore, we developed an app that calculates individuals’ “sun time” which enables people to easily manage their “sun accounts” in their everyday lives.

Results: A significant rise in the number of preventive screenings. More than 4,000 downloads of the Sun Account app. Skin cancer expert Dr. Stockfleth and the European Skin Cancer Foundation joined the campaign. Now more than ever, LEO Pharma is a leading competence partner for specialist consultant clinics.

Execution

To bring our message ‘Don’t get toasted!’ to the world, we launched a broad, cross-channel educational campaign: a road show that tours Germany (more than 73 tour stations and still on tour), accompanied by dermatologists, educational materials in doctors’ offices for more targeted information, and a website. We also developed an app that calculates your personal “sun time” so you can easily manage your “sun account” in daily life.

The strength of the idea lies in the simple and fresh analogy — skin reacts like white bread: every minute of toasting counts — to address a serious topic and demonstrate the effect of UV radiation on skin. Through the illustration of everyday activities on harmless pieces of toast, we effectively communicate our message in a memorable and original manner. Through the campaign’s unique approach, we were able to overcome barriers and reach a wider audience.

Outcome

We had a significant rise in the number of preventive screenings and more than 4,000 downloads for the Sun Account app. Skin cancer expert Dr. Stockfleth and the European Skin Cancer Foundation joined the campaign. LEO Pharma is now more than ever a leading competence partner for specialist consultant clinics.

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