IRIS, London / WICKES / 2017
In the UK, a tradesman dies every fortnight from skin cancer. Over 85% of cases are preventable, yet research shows many tradesmen don’t use suncream, seeing it as weak or unmanly.
As Wickes brand purpose is ‘Let’s Do It Right’, this felt like a area where they could step in to make an positive (yet unexpected) impact, using our credentials as champions of the trade to persuade tradesmen to put on suncream and do summer right.
Wickes partnered with the cancer charity Skcin to launch during one of the hottest summers on record.
Wickes used their social channels to share the idea with their followers online.
Special mailers with the pots in were sent to key influencers in the construction trade, helping to push the message further online.
Pots of Tradesman’s Suncream were sent to stores nationwide and given away free to the trade.
We also set up free skin cancer checks and placed posters in key locations outside stores.