Three TV executions ape the BBC documentary series The Human Body, and are presented by Philippa Forrester. They inform the viewer that each year ten million Britons get sunburned and that this is a direct cause of skin cancer - 65,000 people develop skin cancer annually.
Because of this, and in response to research recommending the use of sun protection factor 15 and above, Lloydspharmacy has decided to cease sales of any sun-screen products, excluding cosmetics, with a protection factor below 15.
"Some people are still largely unaware of the damage that they can do to their health if they ignore basic sun-protection guidelines. As a retailer of sun creams we're trying to do something about this by helping to educate our customers. We hope it prompts people to be safer while they're enjoying the sun this summer," Lloydspharmacy's commercial director, Mark Green, commented.
The ads were written and art directed by Mark Prime and Lee Hanson and directed by the producer and director of The Human Body and the series producer of Walking with Caveman, Peter Georgi, through Rogue Films.
Last August, Mustoes created a campaign for Lloyds-pharmacy that focused on the role of pharmacists as the first port of call for expert advice on minor ailments.
The campaign kicks off on 9 June and will run during the summer with a TV campaign, excluding London and Ulster, through Starcom Motive.