Tools and building materials retailer Toolstation has joined forces with cancer support charity Macmillan for a new campaign designed to raise awareness of skin cancer among tradespeople and urging them to slap on sun protection cream.
Developed by agency Krow Group, “Raise Your Skin Standards” encourages outdoor workers to take extra precautions around sun protection, as they are at a greater risk of developing skin cancer.
The ads liken sun-damaged skin to a poorly-completed building job, with copy reading: “Cracking – you wouldn’t leave a site like this, so why let it happen to your skin? Stand up to skin cancer with sun protection on site.”
Toolstation head of marketing Greg Richardson said: “We know tradespeople don’t have much time on their hands so prioritising suncare can be difficult but it’s really important that they are well informed about the implications of being burnt while working in the sun and the steps they can take to minimise that risk.
“We hope the campaign helps them overcome that risk and will make wearing sun cream when working outdoors as common as PPE.”
The campaign is primarily inspired by the insight that as many as one in four (24%) tradespeople never wear sunscreen when on the job, despite 68% always wearing it on holiday. The creative will run on Toolstation’s social media channels.
Macmillan Cancer Support corporate partnerships manager Rebecca Fanning added: “The stark statistic that tradespeople are eight times more likely to develop skin cancer is a reminder of the risks sun exposure can have on developing skin cancer and the importance of following skin protection advice and checking skin regularly.
“Working with valued partners like Toolstation, helps Macmillan to amplify this message and direct Toolstation’s community to Macmillan’s support services if they need more information.”
Related stories
Krow promotes creative chiefs to joint group ECD roles
Frontline owner hands bigger slice of business to Krow
The Mission Group swoops for data science consultancy
Mission launches Krow X shop to meet client demand
Soul signs deal to join Mission Group agency network
