In Thailand, people put so much effort and importance to their skin that they wouldn’t want to get exposed to the sun without putting on sunscreen during the day, be it on the beaches or in the cities. Thais are well aware of the danger of the sun, from severe burns to skin cancer.

But only 14.3% of them know that the sun is also dangerous at sunrise and sunset.

Vaseline is the leader of sun protection in Thailand and wanted to raise awareness about these risks.

Sunsets and Sunrise have a unique look, making them one of the most photographed images on social media. But turn them around and you will see something surprising: an exclamation mark! The universal sign of danger.

So we turned the sunrises and sunsets of Thailand on their head to create Billboards and Print ads to warn our audience about the danger of those early and late rays.

With only 14.3% of Thai people knowing that early morning and late evening sun rays were dangerous, we decided to target them in popular destinations to enjoy this sun, such as beaches, riverfronts, open-air malls, and parks. Our sun warnings were supplemented with very clear call to action:

"Beware of the 6.04 pm sun"

"Beware of the 7.16 am sun" etc etc

On social media, Influencers relayed their own sun warnings

During the whole month of February, which is the peak of summer in Thailand, we selected and displayed our sun warnings in strategic locations on digital billboards and as print ads in the morning papers. With more than 10 locations all other Thailand, from city parks to beaches, we raised awareness to the public using contextual billboards.

1,7 million consumers exposed through billboards

20 National articles about the initative

Uplift of 3% in brand perception

1,2 million impressions in social media