Cases of melanoma in the United Kingdom are at alarming levels and, although the studies show that burning with the sun can triple the risk of contracting cancer, only 27% of the British take the appropriate precautions to protect their skin. This follows from a new study of the British Skin Foundation, which reveals that 38% of the British claim to have burned with the sun during the recent spring. One third (31%) admit that they do not bother to apply sunscreenwhile 25% claim that they wanted to tan and exceeded.

Starting from these data, and to attract attention to the Dangers of sun damageWonderhood Studios and The British Skin Foundation have launched “The Burnable Billboard”a digital exterior campaign that reflects in real time the effects of excessive sun exposure.

Programmed to appear in predicted days with particularly high levels of UV raysthe campaign is being activated in high pedestrian traffic areas in three cities in the United Kingdom, including a shot throughout the day on the Meridian Steps (London) stairs, a three -hour shot in The Totem located in the West Quay (Southampton) shopping center and also presence on The Loop screens in Manchester.

Using Ocean real -time data feeding technology and weather sensors, screens are updated individually to every second with the exact UV level in that location.
Thus, the graphs show First skin planes In different areas of the body, beautifully photographed, with healthy tones. The greater the exposure of the fences to the UV rays, the more it begins to change the skin, to burn and, finally, to show blisters on its surface.

Visible QR codes in the graphics direct the pedestrians to a Landing of the British Skin Foundation that offers the lovers of the Sun experts advice on how to protect themselves better.

Stacey Bird, executive creative director at Wonderhood Studios has described the campaign as a result of “An extraordinary effort of all those involved. The initial idea was simple and powerful. It has been fascinating to give life to the power of artificial intelligence, combined with expert human knowledge about the effects of UV rays.”

According to the communication head of the British Skin Foundation, Lisa Bickerstaffe, the objective is to offer the public “A shocking visual representation of the damage that UV rays can cause to the skin, even in the climate of the United Kingdom”. And it is that one of the Missions of the Foundation is precisely to change the mentality about sun protection. “By presenting scientific information in such an innovative and creative way, we can educate and inform the public about the importance of protecting.”