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Since its launch in 2007, the ‘Reduce Your Sun between 12 and 3 pm’ campaign has spread the sun safety message throughout Denmark. Thanks to the generous support from TrygFonden – a Danish foundation, volunteers and a multitude of prevention initiatives, the campaign has been extensive as well as groundbreaking.
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| Familes with children are one of the main target groups of the Danish sun safety campaign |
Volunteers
The ‘Reduce Your Sun between 12 and 3 pm’ campaign team is lucky to be able to draw on the support of an army of willing volunteers who take the campaign message out to local communities across the country. These groups play a crucial role and have been given the freedom to create and carry out both their own as well as campaign projects. With their help, the campaign is able to maintain a presence at summer festivals, theme parks and take the sun safety message in person to kindergartens around the country.
New media strategy
Another key feature behind the campaign success has been a readiness to embrace the opportunities offered by new and social media. One of the main target groups for the ‘Turn off the sunbed’ campaign are teenagers, who are notoriously difficult to reach. To get the sun safety message across, the campaign team took a radically different approach and created a nationwide competition, the Pocket Flicker Competition for 12-17 year olds.
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| Half of all Danish young people are sunbed users |
The rules of the competition were simple: To enter, participants had to create a short film lasting no more than one minute filmed on a mobile phone. This film had to communicate how sunbeds were linked to skin cancer. In other words, the campaign group left it up to the target group to communicate the messages about sunbed use and the risks of skin cancer/melanoma. The winner flicker was produced as a professional TV ad and shown on a national public channel and in cinemas around the country in the autumn of 2008.
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| The clip with Mascha Vang - a Danish celebrity - has been seen more than 14.000.000 times. View the clip by clicking on the picture |
First NGO to use social media activities in Denmark The Danish Cancer Society can also claim to be the first Danish NGO to use viral film and other social media in its campaigning. The ‘Turn off the sunbed’ viral film starring famous Danish celebrity Mascha Vang became an instant internet hit and was seen by more than 14 million visitors in the first year.
The Danish rap band KNA Connected have also lent their support to the campaign with their song and music video ‘Let’s fry ‘(Lad os stege). The music video shows four bikini-clad young women in a wrestling ring with deep tans and significant skin damage while the lyrics raise awareness of the dangers of using sunbeds. This video received extensive media coverage and was well received by its target group.
In addition to using traditional media and PR activities, the campaign has an active presence on Facebook and MySpace, which enables it to reach many more young people. This massive communication effort has paid off as the four sun protection guidelines are now widely known throughout the country.
Read more about 'Reduce Your Sun Between 12 & 3 pm'
English summary of the Danish sun survey 2008
Sun bed use in the Danish population 2007
Contact information
Line Rasmussen
Sidst ændret: 26-08-2010
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