Bob the (rather bronzed) builder

As the deluge outside continues, and Autumn winds bash incessantly at my office window, I thought I’d write a short post about one of my favourite ideas from this summer.

The team that dreamed this one up are Wickes DIY, Skin Cancer Charity Skcin and agency Iris. The idea is to raise skin cancer awareness in the construction industry through a new product, Tradesman’s Suncream.

There’s a wonderful insight behind this, combining a fact with a bit of target-group psychology:

Construction workers are particularly high-risk for skin cancer, but many don’t use suncream because they’re afraid of their mates taking the mick.

The solution is beautifully simple: suncream in paint pots , with variants Apprentice White, Plasterer’s Pink and Brickie’s Bronze.

Stores were used for events and UV skin checks. 
It’s a winning combination of ingredients: clever insight, a smart idea that’s more than communication – and ultimately does good.
But unfortunately, it’s now too late to collect a free pot from your local store: Summer’s over.

Originally Posted on http://secretagencyblog.blogspot.com/


This post was originally published on this site
Comments are closed.