Category B02. Non-profit / Foundation-led Education & Awareness
Production SONHOUSE Brussels, BELGIUM
Name Company Position
Martine Ceuppens Stichting tegen Kanker / Foundation Against Cancer Communication Manager
Karen Corrigan Happiness / An FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / An FCB alliance Chief Creative Officer
Philippe Fass Happiness / An FCB alliance Creative Director
Barbara Dzikanowice Happiness / An FCB alliance Concet Provider / Creative Content Director
Katrien Bottez Happiness / An FCB alliance Senior Creative Coach
Tine Van Hasselt Happiness / An FCB alliance Account Manager
Wesley Roaland Happiness / An FCB alliance Researcher
Remke Faber Happiness / An FCB alliance Head of Motion
Matthias Vandenbosch Happiness / An FCB alliance Motion Designer
Lisa Gadeyne Happiness / An FCB alliance DOP
Sumi Arcos Mina Happiness / An FCB alliance DOP
Bart Vande Maele Happiness / An FCB alliance Agency Producer
Thierry Van Durme SonHouse Radio Director
Brigitte Boonen Stichting tegen Kanker / Foundation Against Cancer Expert Skin Cancer Prevention
Isabelle Koelman Happiness / An FCB alliance Group Account Director
Jolanda van Cooten Voice Over

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

Apart from mentioning the sunbed brand, no restrictions were given.

Describe the target audience and why your work is relevant to them. Pharma audience types:

The target audience of this campaign - tanning salon visitors - will not only feel personally addressed by this campaign, they simply won’t be able to visit a salon again without being reminded of the ad. In a way - Pavlovian almost- this campaign works beyond its airtime.

Cultural/Context information for the jury

1. Every day more than 100 Belgians are diagnosed with skin cancer. One of the main causes? Sunbeds. Belgium’s weather isn’t exactly its strongpoint. Winters can be cold and dark, driving lots of people (predominantly women < 35) to tanning salons for a quick bronze. More than 1 million people, between 15 and 65 years old have used a sunbed in 2015. 62 % of sunbed users have at least 10 sessions per year, and 23 % more than 20 sessions per year.* (* ADVISORY REPORT OF THE SUPERIOR HEALTH COUNCIL no. 9216 Recommendations on the use of artificial UV devices in Belgium) 2. Almost all sunbeds have a voice guide these days. A female voice that guides you through your tanning session. The biggest distributor of sunbeds in Europe is ‘Ergoline’. Almost all solariums in Belgium are equipped with their sunbeds. And all of them have that same voice.

Script. Provide the full radio advert script in English.

MESSAGE FROM JOLANDA – 60 “ SFX sunbed being switched on. SFX sunbed voice guide: ‘Start tanning session. Intensity 8. Facial tanner: activated.’ Jolanda: That voice... SFX sunbed voice guide: ‘You have selected facial tanning.’ Jolanda: That’s me. SFX sunbed voice guide: ‘We hope you’re happy with the results’ Jolanda: My name is Jolanda, and I’m the voice guide inside thousands of sunbeds in Belgium. A job like any other, (pause) so I thought. (pause) Jolanda: Every day more than 100 Belgians are diagnosed with skin cancer. One of the main causes? The use of sunbeds. That’s why today I’m using my voice for a greater good. (long pause) Please, do NOT use sunbeds. You increase your risk of getting melanoma, the most aggressive form of skin cancer, by 20% And if you’re under 35, you increase the risk by 75%. Avoid sunbeds. Avoid skin cancer. A message from the Belgian Cancer Foundation, (pause) and myself.