Dermatologists noticed a spike in the number of young women developing skin cancer at very young ages. Melanoma, the deadliest form of skin cancer, had become the second leading cause of cancer in females aged 15-29. Focus groups with these young women also identified that in addition to melanoma, they were unaware that tanning also led to wrinkles and age spots.
We developed two TV spots, “Born” and “Arms,” to combat this growing health issue with the goals of empowering teen girls, and those who care about them, to find beauty in their natural skin and to help them understand the very real dangers of tanning.
These PSAs have helped to put a significant dent in the indoor tanning industry: by July 2017, the Indoor Tanning Association voted to end operations, saying its sized had “decreased by half over the past eight years.” That’s what we call stopping power.
Along with a separate spot targeting the male audience, the “Born” spot generated $26,370,000 in free media over the course of two years.
We developed a :15, :30 and :60 for each to maximize media placement potential, along with a radio spot with similar messaging. The “Arms” spot is still in the infancy of its campaign, but all signs point to similar levels of media placement. The spot has also received overwhelming response and engagement via social media.