PRWeek UK Awards 2015: Ethical and OTC Consumer Healthcare Campaign of the Year

Young girls in Liverpool are more likely to use sunbeds than girls elsewhere in the UK, making it an obvious place to campaign for safer use of the items.

Unity developed ‘The Look To Die For?’ campaign for Liverpool City Council. The agency enlisted the Models One agency and fake tanning brand St Moriz, photographing tanned models outside the Royal Liver Building with the campaign name ‘burnt’ across their stomachs.

Hollyoaks stars tweeted using #binthebeds and Liverpool Fashion Week was used to promote the campaign. The campaign saw many young girls pledge to give up sunbeds and 207 extra Liverpudlians visiting their GP with a mole or skin lesion.

An excellent low-budget campaign

Sebastian Bell, Adidas


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