ABOUT

Description

I led the creative development of a public awareness campaign for the NHS designed to encourage safer behaviour during periods of hot weather. Working as part of a wider agency team, I was responsible for developing the creative concept and visual direction, creating a campaign that moved beyond traditional health messaging to deliver a more memorable and emotionally engaging public safety message.

Brief

The campaign needed to encourage people to follow simple sun safety advice, including staying hydrated, using sunscreen and protecting themselves from prolonged sun exposure. Rather than relying on familiar preventative messaging alone, the objective was to create a campaign capable of capturing attention in busy public environments and prompting people to reconsider the potential consequences of ignoring sun safety guidance.

Summary

The creative was designed to provoke an immediate emotional response. Instead of simply reminding people to wear sunscreen, it subtly challenged audiences to consider the real-world consequences of unsafe behaviour in the sun. By placing a familiar symbol of relaxation directly alongside the environment nobody wants to find themselves in, the campaign transformed straightforward public health advice into a more thought-provoking and impactful message.

The campaign was adapted across multiple out-of-home formats and displayed throughout London and the South East, reaching large numbers of commuters and pedestrians in high-footfall public locations.