Title	HELP A DANE SUMMER HITS
Brand	THE DANISH CANCER SOCIETY & TRYGFONDEN
Product/Service	SUN CAMPAIGN
Category	B02. Use of Audio Platforms
Entrant	&CO Copenhagen, DENMARK
Idea Creation	&CO Copenhagen, DENMARK
Production	&CO. PRODUCTIONS Copenhagen, DENMARK

Name	Company	Position
Robert Cerkez	& Co. / NoA	Creative Director
Kristian Eilertsen	& Co. / NoA	Copy writter
Ole Hoffmann	& Co. / NoA	Art Director
Kristoffer Winther	& Co. / NoA	Art Director
Thomas Hartebeck	&Co. Production	Producer

Why is this work relevant for Media?

HelpaDane SummerHits is a successful sun safety campaign aimed at Danish tourists holidaying abroad. An overwhelming 67% say they now remember sun protection as a result of the campaign. A carefully orchestrated mediamix amplified the campaign’s musical PSAs. The campaign broke out of paid media and became unavoidable summerhits on popular holiday destinations.In what Adweek described as “a delightfully bonkers anti-melanoma campaign” international artists from tourist hotspots created an unprecedented buzz around common themes like wearing sunscreen and sunhats, and the songs were played on theradio, by local DJ’s, spotify and on various tourist hot spots like restaurants and bars.

Background

Every year thousands of Danes travel to sunny destinations on holiday. Unfortunately, many of them return home with sunburns that increase the risk of skin cancer, and every day a Dane dies from cancer in the skin. But how do we create awareness about sun protection when Danes are hundreds or even thousands of miles away on holiday?

Describe the creative idea/insights

Denmark is a small country, and we love to hear what the World says about us, so our idea was to use the universal language of song to plead with the locals at tourist hot spots to “Help a Dane” avoid a sunburn. We collaborated with international artists on the Danes’ favorite holiday destinations to create five original music videos representing each country. The songs and music videos worked as musical PSAs creating awareness about sun protection and recruited locals to help Danes in the sun.

Describe the strategy

There’s one thing you can’t avoid when you’re holidaying in the sun: Summer hits. They’re a crucial part of the summer vibe, and they’re played everywhere. Restaurants, bars, night clubs, beach lounges, even taxis. So to create a campaign that could break out of paid media, we created the sound of the summer: Musical PSAs. We collaborated with international artists from popular holiday destinations to create a buzz around the songs, and we used a mix of PR and direct to get the songs played on local radio, by local DJ’s and on various tv shows. The use of local languages and local artists was a deliberate trick to get attention from the media and social media users. This in turn provided us with a lot of reactions and content that we could use to target the Danes back in Denmark.

Describe the execution

Local production companies, directors and artists from tourist hot spots created five extremely different music videos each with a strong local flavor. Together, they’re a varied and visually-rich feast built around common themes like wearing sunscreen and sun hats. Supported by a carefully orchestrated media-mix the catchy songs and humorous videos went viral and got picked up by primetime news, and the songs were played in heavy rotation at tourist hot spots, on social media and spotify. Overnight, Danish sun habits were talk of the town.

List the results

Most importantly, 67% say they now remember sun protection on holiday as a result of the campaign. 53% say they now know more about how to protect themselves to avoid sunburns on holiday. The campaign generated 231 million media impressions. The total number of local Help a Dane volunteers grew to 12.386. The music videos also sparked an abundance of user-generated videos, replies and content, and 190.589 social interactions.