✧ Gold, Consumer PR, Spinn
✧ Silver, Integrated, Spinn
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✧ Silver, Health & Beauty, Epica Awards
✧ Shortlist, Health & Pharma, European Excellence Awards

Shadecation / Apotek Hjärtat

Skin cancer is on the rise in Sweden. And as this summer is predicted to be unusually sunny, we figured it wasn’t enough to promote our sunscreen. Instead, we launched a travel agency urging Swedes to give their skin a vacation and go where the sun don’t shine.

The campaign is based on meteorological data and produced together with top meteorologists, in collaboration with Sweden’s largest cancer NGO.