‘Back of the Neck!’ riffs on football culture to remind audiences to stay safe and cover hard-to-reach areas.
With the World Cup underway, Boots’ has launched a campaign starring England defender Dan Burn to keep Britons safe from sun burn.
Riffing on football culture, the ‘Back of the Neck!’ campaign sees Burn take on the name ‘Dan Won’t Burn’ to encourage audiences to protect hard-to-reach areas.
Born from new research from Boots that 80% of adults say that they have burnt the back of the neck, the campaign aims to close a sun safety gap that can leave people open to risks such as a greater risk of UV damage, sunburn, premature ageing and skin cancer.
The campaign, created with support from Macmillan Cancer Support, encourages the nation to think ‘Back of the Neck’ during this summer of football. While Macmillan Cancer Support's analysis finding that men are more than three times as likely to be diagnosed with melanoma on the neck or scalp as women, less than 10% of men surveyed believe it is necessary to wear sunscreen on a cloudy summer day, with only 33% seeing it as essential when playing or watching sport outdoors.
The campaign aims to reach a male audience with Dan Burn as spokesperson. Burn will defend against sun damage by changing his name on social media to ‘Dan Won’t Burn’ to help share the message to his followers.
“Whether I’m on the pitch or running around after the kids, I spend a lot of time outside, so it’s something I know I need to take seriously,” says Dan Burn, England & Newcastle United defender.
As well as endorsement from Burn, Boots is offering 20% off the Mole Scanning Service operated by Screen Cancer, until 19 July. The service provides an assessment of moles and pigmented lesions by a dermatology specialist and can help identify any that might be suspicious.
Customers can also access sun safety advice and guidance through a team of over 8,000 specially trained Suncare Advisors available in over 1,000 Boots stores. Boots is also stocking more than 100 brands of sun safety products, with a range of formats iincluding lotions, sprays, mists, sticks and roll-on. Up until 19 July, Boots is donating 50p to Macmillan Cancer Support for every bottle of Soltan Clear & Cool Spray SPF50 100ml to help support research into cancer.
By borrowing from a famous football phrase, taking a light-hearted approach makes for a more memorable awareness campaign. Boots and Burn spread an important message of sun safety as the World Cup heats up.
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