Skin cancer is not just a problem associated with summer. Under this premise, the Melanoma Fund has launched “Peak Exposure”, a campaign that turns an invisible threat into a visual experience that is difficult to ignore. The initiative, developed together with Klick Health, was presented at the national mountain training congress held at the Plas y Brenin National Outdoor Center (Wales), bringing together instructors, guides and environmental professionals outdoors.
The project is structured as a photographic exhibition that, at first glance, shows high mountain landscapes. However, upon getting closer, the viewer discovers that these images are constructed from real melanomas. The campaign thus plays with a double visual reading: what seems like nature is, in reality, disease. A resource that seeks to reduce the distance between cause and consequence in sun exposure, especially in contexts where the risk is perceived as low.
The idea is supported by relevant data: for every 1,000 meters of altitude, ultraviolet radiation increases between 10% and 12%, while snow can reflect up to 80% of that radiation, intensifying the impact on the skin and eyes. Despite this, sun protection is still not part of the structural habits in many outdoor activities. According to the organization, 72% of professionals in the sector have never received specific training in sun protection and only 16% of organizations have dedicated policies.
The execution has combined real photography, prosthetic makeup and CGI modeling to recreate mountain ranges, slopes and snowy surfaces from skin lesions. This technical treatment not only provides truthfulness, but turns the body itself into a narrative territory, reinforcing the message that the damage is physical and cumulative.
In addition, the campaign incorporates real testimonies from melanoma survivors, which add a real dimension to the discourse. “After decades climbing mountains, the closest I have come to dying was from melanoma”pointed out one of them during the presentation of the project, highlighting the disconnection between risk perception and reality.
“Peak Exposure” is part of the “Sunguarding Outdoors” initiative, with which the organization seeks to translate awareness into real behavioral changes through training, resources and signage in natural environments.
