To educate builders to the shockingly high risks of skin cancer we designed a stark warning poster of a featureless, colourless face in a hard hat. However, this is no ordinary poster. When exposed to the sun, the poster dramatically transforms.

By using specialist photochromic inks and direct sunlight, we brought our posters to life when it mattered most. Harmful UV rays triggered the warning message, disrupted our audience from their working routine, and ensured that they covered up.

The design mimicked traditional building site safety posters, in order to maximise impact when the deadly message emerged.

The posters were implemented around a development in London which currently employs 1,200 Trade Contractor employees.

They were placed in areas of the sight exposed to the most sunlight and we ran them in the height of summer for a 4 week period.

The scale of the campaign was focused around a 1,000,000 sq ft construction site.

The poster campaign reached over 1,200 Trade Contractor employees in London and was picked up in national and regional press.