Cannes Lions

HEALTHCARE AND SAFETY

HALBYE KAAG JWT, Copenhagen / CANCER SOCIETY / 2008

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ChallengeThe Danish Cancer Society and TrygFonden wanted to get (especially) teenagers to stop using tanning beds as the risk of skin cancer increases rapidly from excessive use as a young adult.SolutionA MySpace profile was created filled with different kinds of content including this viral film.Result: 7 million views worldwide and 1.1 million in Denmark. That's 3366% over target and equal to 20% of the Danish population. 275 sites have been reached by the film and it has created discussions in national TV and newspapers.It has also become a political goal to prohibit people under 18 from using sunbeds.

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