Campaign Media Awards 2009: Best Fashion, Beauty and Healthcare Campaign

Duration period: n/s
Media agency: UM
Media director: Alan King
Account director/media planner: Simon Reip
Creative agency: McCann Erickson
Creative directors: Brian Fraser, Simon Learman
Account director: Simon Hill
Account planner: James Hamilton
Client: Skcin
Brand/product: Skcin
Marketing directors: Richard Clifford, Karen Clifford
Media/brand manager: n/s

The fashion for having an all-year-round tan clashes with health warnings about the dangers of sunbathing and using tanning beds. However, teenagers are particularly immune to warnings about skin cancer. On behalf of Skcin, the skin cancer charity, McCann Erickson and UM created, a spoof website claiming to give users a suntan from the comfort of their own computer screen, before warning them of the dangers of skin cancer. Clever seeding meant that thousands of users visited the site on the first day and then spread it virally as they lured their "tanorexic" friends into the hoax. It also won extensive PR coverage, helping Skcin achieve its objective of increasing awareness of skin cancer. The judges valued the idea, agency collaboration and execution.


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