Wales might be a country known for its damp climate and green valleys, but despite this skin cancer rates have risen 63% in the past decade.
To combat this, Welsh healthcare organization Skin Care Cymru has launched a campaign that "hijacks" 30 Welsh flags at well-known landmarks and replaces their red dragon symbols with red lobsters.
Locations range from the Wales Millennium Centre in Cardiff and Pembroke Castle (seen here) to the National Coastwatch tower in Anglesey. The campaign, by WCRS, has attracted attention from Welsh actor Michael Sheen, who tweeted the video. It launched today, on the Welsh national day of St David's Day.
Ross Neil, executive creative director at WCRS said in a statement: "By taking a well-known symbol of sunburn like the lobster and swapping it for the Welsh Dragon at a time we know Welsh eyes will undoubtedly be on their national flag, and launching this on the first day of spring-- a time of year when surfers and other at risk groups head back outdoors -- we hope to raise awareness for Skin Care Cymru's initiative but also raise a smile at a time of celebration for Wales."
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