Title	PLAY IN THE SHADE
Brand	THE SWEDISH CANCER SOCIETY
Product/Service	CANCER PREVENTION
Category	A05. USE OF AMBIENT MEDIA: LARGE SCALE
Entrant Company	VOLONTAIRE Stockholm, SWEDEN
Advertising Agency	VOLONTAIRE Stockholm, SWEDEN

Results and Effectiveness

The live experiment was covered by Sweden’s largest commercial news outlet, TV4, resulting in a 2-minute segment broadcasted at Prime Time. This gave it the necessary credibility to spread across the world. So far, 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.

Creative Execution

We invested the entire media budget in research and development, construction and film, following a cost-efficent content-driven strategy. This meant hiring engineers to develop the world’s first Shadow Soccer Field, including construction design and modifications, safety and strength calculations as well as on-site testing. The experiment was then documented by a talented film production company who created a short but visually stunning video, scored by Swedish pop star Albin Gromer. The content proved to fit into the online news outlets ever growing need of visually compelling video content. It also proved well suited for the new genre of social news sites that publish mainly good news. The film also served as a perfect social object, that immediately (or at least in circa 90 seconds) could convey this innovation in a coherent way across the world’s social media, independent of the user’s language, writing or pedagogical skills.

Insights, Strategy and the Idea

In Sweden, the most dangerous form of skin cancer, Melanoma, has doubled over the last ten years, in spite of ambitious governmental information campaigns. In Sweden, for months at a time, less than 4 hours of sunshine a day is normal, it can be hard to keep people out of the sun. This makes people crave being in the sun, thus making a prevention message hard to convey. This led us to the second insight that our messaging had to be associated with summer, joy and be positive in order to get people to listen. People are not only tired of shock messaging. A message telling sun-craving Swedes to stay out of the long lost sun is so far foreign to the average Swede, causing their perception to miss it completely. The objective was to get the Swedish people to stay out of the sun between 11am-3pm.