This month, OTCs are in Action in South Africa, where ad agency FCB Cape Town made sun safety fun with a giant inflatable Nivea Sunslide that dispensed sunscreen. Equipped with goggles for protecting their eyes from the lotion, kids – and some adults – had a great time slipping on their sunscreen during the event.
FCB thought up the SunSlide campaign after learning that South Africa has the world’s highest rate of skin cancer, according to the Skin Cancer Foundation. The massive water slide is equipped with hundreds of spray-jet portals and filled up with 50 litres (roughly 13 gallons) of SPF 50+ waterproof sunscreen to ensure all participants get equal coverage.
Last year, FCB Brazil was lauded for the Nivea doll campaign, which gave Brazilian children hands-on experience with sun-sensitive dolls that would turn lobster red if Nivea sunscreen was not applied in time.
Sunscreen ingredients are classified differently around the world – cosmetics in many countries, drugs in the US – but their efficacy in disease prevention is undisputed. Of course, that’s only if people use them – kudos to FCB for brilliant consumer behaviour tweaks!
Nicholas Hall Company Blog 