The ask

Incite a movement of UV protection and skin cancer awareness among college students in the United States.

THE NITTY-GRITTY

According to a survey distributed among 150 college-aged students (18 to 24), only 9% reported applying sunscreen before intentionally spending 8+ hours in the sun. 

THE INSIGHT

Long-lasting behaviors among college students require self-efficacy.

We need to be in control of our choices. We feel reassured when our actions have clear outcomes.  In other words, we're tired of being told what to do. 

THE CHALLENGE

Being college students ourselves, we stepped back and considered why we behave in the ways that we do. And that’s where we faced the creative challenge in our story -- how do we get college students to pick up a bottle of sunscreen 365 days a year without sounding like another broken record? How do get them to equip themselves to confront the day and confront the sun with confidence?

The execution

For every college day full of challenge and opportunity, our routines ground us in the familiar - a favorite shampoo, a memory-filled cologne, a protein bar sidekick. Sunscreen will become instrumental, a morning dose of confidence and efficacy - so get your game face on. 

Out-of-Home

Empowering depictions of sunscreen implemented into a college student's day.

Vivid posters at bus stops, in the student center, at the gym, as life pulses constantly through every corner of campus, dangerously skirting the line between adrenaline and exhaustion. From sidewalk to lecture hall, from coffee shop to meeting, from gym to shower, tempo drives every second of a college student’s day, and we will be there to meet students where they are.  

Football Event Activation

Social Media Contest

Our team