South Africa has one of the highest rates of skin cancer. Kids are the most vulnerable – they love playing in the sea, but they hate putting sun cream on. Despite their parents best efforts. To combat this, Nivea launched a slip and slide (complete with sun cream ‘mist’) that after the kids slid down it (which they were all too happy to do) were covered with enough sun cream to protect them from the sun. They made sure that all of the children had goggles to protect their eyes too!
This campaign reminded me of VW’s the Fun Theory, which is based on the premise that the best way to change an unappealing behaviour i.e. littering, is to make it fun, therefore encouraging uptake.
Created by FCB.