Melanoma Canada wants to save Canadians’ skin, literally

Source: Strategy Online, August 2023

Melanoma Canada is aiming to educate beachgoers about the staggering statistics surrounding its namesake disease with a new playful campaign that carries a sobering message: “There’s no such thing as a safe tan.”

This is according to Athina Lalljee, creative director at McCann Canada, who worked on the new campaign – called “BurnWatch” – that aims to educate Canadians about the risks they’re taking when they dwell too long in the sun without proper protection.

Fueled by data that shows more than 80,000 cases of skin cancer are diagnosed in Canada annually (with 80 to 90% of those caused by UV radiation), the campaign brings a lighthearted tone to a serious issue.