Skcin —

McCann Erickson


This is a story about engaging an audience that didn't want to be engaged; talking to them about a subject which they didn't want to discuss and, perversely, persuading them to spread that message themselves. It's a story about a small charity with big ambitions and a strategy which enabled it to punch way above its weight.

Our Skcin campaign targeted those most at risk of developing skin cancer – the sunbed-obsessed tanorexics – by using their obsession against them. We created a fake, online tanning product designed to appeal to tanorexics' thirst for new tanning technology. The campaign then became self-selecting: those most at risk were most likely to suspend disbelief and visit the site.

Visit the site they did – in their droves. So far, visits to stand at 422,686 and counting…