Burning the law helped change it

Background

Sunbeds emit up to 15 times more UVA than natural sunlight and regular use increases the risk of skin cancer by 60%. The WHO places their use into the highest cancer risk level alongside cigarettes, alcohol, and asbestos. In fact, too much UV radiation is the biggest cause of skin cancer in the UK.

In 2011, the UK Government passed the Sunbed Regulation Act, limiting use to over-18s: but the law isn’t working in the age of social media – there were 200m TikTok searches on #sunbed in the previous 12 months and the hashtag also boasted more than 718 million views. By using a sunbed under the age of 35 your risk increases by almost 60%.

Skin Cancer UK called for an urgent update to this outdated 13-year-old law. Mirroring recent regulations requiring health warnings on cigarette packaging, the charity’s campaign demanded that the UK Government mandate clear warnings about UV exposure risks on sunbeds and in salons.

As well as getting politicians to engage, the charity wanted to drive a major national conversation about the dangers of sunbeds.  It required something different and unexpected.

Solution

If you go into a tanning salon, your skin will be irreparably damaged.  It will blister.  It will burn.  It will blacken. Skin Cancer UK did the same to the law itself on the anniversary of the Sunbed Regulation Act making it a national news story and an instrument for change.

To secure parliamentary engagement, Skin Cancer UK placed the Sunbed Regulation Act itself at the centre of the campaign. Their strategy wasn’t just to protest the law—they burned it. By symbolically exposing the legislation to the same UV damage sunbeds inflict on human skin, the campaign highlighted the urgent need for reform and created a compelling media story.

A physical copy of the Sunbed Regulation Act was put on a sunbed emitting the same amount of UV rays legally allowed. The progressive damage to the paper was used as a stark visual metaphor for the cancerous effects of UV exposure on skin. The burnt laws were mailed directly to journalists and politicians, making a powerful case for legislative change.

A hard-hitting social film was created to target under-35s - the demographic most at risk. The film documented the burning process, raising awareness of the dangers of sunbeds and acting as a call to action for viewers to contact their MPs.

To amplify the campaign, a diverse roster of spokespeople was assembled, including skin cancer patients, influencers directly affected by skin cancer, and experts. A dedicated website turned conversation into action, enabling the public to engage with the issue and demand change.

It was a fully integrated campaign which used the existing law at every touchpoint.

Results

The campaign drove an increase of 8,100% in searches for ‘sunbeds skin cancer’. The campaign was picked up by 226 media outlets. 

Two weeks after launch it was introduced to the Parliament Health Select Committee, starting the journey towards real legislative change.

Source: DMA Awards Winner 2024. Best Use of Mail Silver