Title	PLAY IN THE SHADE
Brand	THE SWEDISH CANCER SOCIETY
Product/Service	CANCER PREVENTION
Category	C03. LIVE EVENTS
Entrant Company	VOLONTAIRE Stockholm, SWEDEN
Advertising Agency	VOLONTAIRE Stockholm, SWEDEN

Brief Explanation

The challenge was to create a construction that both looked visually interesting, drew clear lines for the football field to work and could only be seen between 11am and 3pm, the hours when being in the sun is the most dangerous.

The Brief

The brief was to communicate that the best way to avoid Melanoma is to stay out of the sun between 11 a.m. and 3 p.m. to the Swedish population (25-75 yrs) in the most effective way possible. The budget was €50,000.

How the final design was conceived

We used several prototype designs, exploring different technical solutions. The final design was chosen because it was the most scalable. Since the construction itself is based on simplicity, this means this project can serve as a pilot project, leading the way for massive roll-out across all the parts of the world that are plagued by melanoma, including Australia, South Africa, Northern Europe and so on.

Indication of how successful the outcome was in the market

The live experiment was covered by Sweden’s largest commercial news outlet, TV4, resulting in a 2-minute segment broadcasted at Prime Time. This strategy gave it the necessary credibility to spread across the world. In this moment, this small Swedish campaign with a total budget of €50,000 has achieved: - A PR value of €1,200,000 - The film about the event spread to 117 countries - Reported by 100 influential media outlets. - Cancerfonden decided take Play in the Shade further by significantly increase the budget to support it as their main platform for skin cancer prevention.