Construction workers make up 55% of all skin cancer patients. This makes them the most 'at risk' group of workers and 8 times more likely to develop skin cancer than any other profession. 60 tradesmen die each year from the disease in the UK. The brief was to highlight the dangers of skin cancer to builders and encourage them to wear sunscreen. The main objectives were to educate the audience about the dangers of UV exposure, change their attitude and behaviour to wearing sunscreen, and overall reduce the risk of skin cancer for this highly exposed group. The poster was designed to 'blend in' to its environment by mimicking traditional building site safety posters. Using light reactive photo chromic ink, the poster transforms when exposed to dangerous UV rays. It's vital safety message is uncovered, dramatically changing to reveal a shocking red graphic of a skull to grab attention, turning back to clear in cloudy conditions. The posters have been seen by over 10,000 trade contractors, has set new standards in recall and become the health and safety standard on site whilst catching the attention of the construction industry press.