In the U.K., construction workers toiling outdoors face the highest risk of skin cancer, with one builder dying from the disease every two weeks. Yet, one in ten such workers still doesn't wear sunscreen, believing their workmates will laugh at them.
That statistic prompted construction supplies retailer Wickes to team up with skin cancer charity Skcin to help overcome the issue. It has created a range of sunscreen specifically aimed at tradesmen, and is giving it away for free in stores. The sunscreen is available in three shades -- Brickie's Bronze, Plasterer's Pink and Apprentice White -- and is packaged in miniature paint cans.
Each little can features lighthearted tips for keeping safe and drives users online for further advice. The educational message continues with UV skin checks outside Wickes stores and a "how to spot skin cancer" video on Wickes 'how-to' page on YouTube.
Iris is responsible for the campaign, from concept through to design and launch. Simon Mannion, creative director at the agency, says in a statement: "We're using the powerful tool of humor to resonate with tradesmen to help overcome the barriers regarding wearing suncream and help make it as normal as a hard hat and steel-toe caps for the building site."