Title	THE FLYING TOAST
Brand	LEO PHARMA & EUROPEAN SKIN CANCER FOUNDATION
Product/Service	EDUCATIONAL AWARENESS CAMPAIGN
Category	B06. Use of Ambient Media: Large Scale
Entrant	PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
Idea Creation	PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY
Production	PINK CARROTS COMMUNICATIONS Frankfurt, GERMANY

Name	Company	Position
Jana Apostolopulu	PINK CARROTS Communications GmbH GWA	Chief Creative Officer
Briana Bolger-Schuth	PINK CARROTS Communications GmbH GWA	Creative Director
Thomas Reusch	PINK CARROTS Communications GmbH GWA	Senior Art Director
Harald Schumacher	PINK CARROTS Communications GmbH GWA	Senior Art Director
Isabel Klempa	PINK CARROTS Communications GmbH GWA	Senior Copywriter
Aleksandra Hertzog	PINK CARROTS Communications GmbH GWA	Senior Copywriter
Max Damm	PINK CARROTS Communications GmbH GWA	Copywriter
Andreas Horx	PINK CARROTS Communications GmbH GWA	Chief Operating Officer
Claudia Wilke	PINK CARROTS Communications GmbH GWA	Head of Healthcare
Alessa Callenberg	PINK CARROTS Communications GmbH GWA	Senior Account Manager

The Campaign

The average amount of sunshine in Germany is 1.700 hours a year and – according to research, people with light skin can spend only 5–10 minutes under the sun without getting their skin damaged, but many of them are not aware of this. Because shade usually won’t come find them, our campaign ambassador found them: We invented “the flying toast” – a mobile shade unit to protect people from the sun’s harmful rays and to remind sunbathers to go find a shady place before their skin gets damaged. The “flying toast” was flown around, offering punctual shade protection to the surprised crowd and spreading one big question to sunbathers: Zeit für Schatten? (Time for shade?). In addition, a “walking piece of toast” provided sunbathers with further information on the campaign and engaged them in a dialogue about skin cancer prevention.

Creative Execution

To implement the campaign, we invented a “mobile shade unit” that interacted with sunbathers, confronting them directly with the problem and the solution. In addition, sunbathers were engaged further in a dialogue about skin cancer prevention by a giant piece of toast walking around and handing out flyers that led them to our campaign website (lass-dich-nicht-rösten.de). To reach more and more people, we posted behind-the-scenes images, trailers, the film itself, and other skin saving tips on social media (Facebook, Youtube, Instagram and Pinterest) and drove people back to our webpage.

By creating more web-buzz, we engaged people in a dialogue on skin cancer and we are on our way to reactivate our nationwide integrated awareness campaign for LEO Pharma, which is also supported by the European Skin Cancer Foundation. It is highly welcomed by dermatologists, as well, because it helps to increase the number of skin cancer screenings. The flying toast campaign has just taken off to raise more awareness for our lifesaving advice: Don’t get toasted.

Every year, more than 220,000 people in Germany get non-melanoma skin cancer, mainly caused by careless sun exposure. Our awareness campaign addressed this problem with engaging outdoor communication and an innovative mobile medium that interacts with our target audience playfully and purposefully.

Insights, Strategy and the Idea

“Don’t get toasted” is a disease awareness campaign about skin cancer prevention that doesn’t mention any therapeutic options or products. Therefore, the campaign can be consumer-facing, even though prescription drugs can only be advertised to medical professionals in Germany. The campaign is based on the fact that many Germans are still not fully aware of the dangers of excessive sunbathing. To change that even with a limited media budget, we decided to interact directly with our target group: We chose a swimming lake for the location as it is a typical place where people spend too much time in the sun without reasonable protection. But we didn’t stop there: We handed out flyers at the lake that drove people to our campaign website (lass-dich-nicht-rösten.de), we filmed the outdoor experience and posted it on the client’s website, and we posted additional content on different SoMe channels to spread the word online.