BACKGROUND
Australia is a world leader for skin cancer. Why? Because we have a UV levels that are off the charts and culture obsessed with spending the summer getting a tan. And young people are leading the charge, showing off their bronzed beach bods on social media as the epitome of Australian health and beauty.
BRIEF
Call tanning out for the unhealthy act it is and put an end to Australia’s most preventable cancer.
INSIGHT
Everything about the culture of tanning is pretty cooked when you think about it.
IDEA
Let’s use social media to throw shade at tanning, fighting back against the cooked cultural narrative it’s been reinforcing for so long.
