Friday, February 6, 2009

The Truth On Tanning

UK skin cancer charity has launched an interesting integrated campaign to raise awareness of the growing threat of skin cancer.Using print and outdoor ads, street leafleting, PR and digital seeding, a fake company called ComputerTan, offering people the chance to get regular top-up tans from the comfort of their office desk using "revolutionary new technology" was made aware to millions of consumers. The campaign was also supported by a 20 sec informercial that ran on the London Underground digital advertising network of 75 cross track screens at 11 stations over a period of two weeks.

The fake site allows people to switch on what they expect to be a free tanning session but once the screen has converted to an array of UV bulbs users are confronted with shocking images and facts about skin cancer as well as a link to Skcin's website for more information.

According to BrandRepublic, the site attracted 30000 hits in the first 24 hours.

Via: BrandRepublic