The campaign revolves around an ice cream trike to promote the message that an ice-cream scoop of suncream is enough to protect the body from the sun. Sunhats and free samples of Nivea suncream will be handed out to passers-by from the cart.
To highlight the importance of safe sun protection, the activation will only take place on days when the temperature is above 19 degrees centigrade and the UV index is at five or above. This means that RPM will have just 48 hours to confirm whether the activation will take place.
Dom Robertson, RPM’s managing director, said: "By influencing the way people behave, this campaign sits at the core of RPM’s ultimate goal - changing human behaviour through positive brand behaviour. But it presented us with quite a few challenges.
"Thanks to the famously unreliable British weather, we found the only way to successfully deliver a thermally-activated campaign like this is to appoint an in-house dedicated staffing agency and logistics team. This means we can flexibly plan and implement staffing and logistics at short notice."
Caroline Cerny, Cancer Research UK’s senior health campaigns manager, added: "This activity is the latest chapter in a long history between ourselves and RPM, which has seen the agency manage our cancer awareness roadshows for the last seven years.
"Although the message is serious, RPM has made sure the experience is fun. So we’re confident the campaign will gain wide traction across the country on glorious summer days."
The campaign began at Southend-on-Sea's Race for Life yesterday (15 June). The ice cream truck will travel to parks, beaches and other Race for Life events across the south of England throughout June, July and August.
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