Cancer Research


The idea behind this activity was to raise awareness of the dangers people face if they’re out in the sun without any sunscreen protection.

Charity advertising usually scares the viewer, hoping to goad them to dig deep into their pockets or take some kind of action. However, research shows that this is not the case. The viewer is far more likely to tune out than sit up and take note.

The ‘Slapdance’ film was bought by the Institute of Cancer Research because it is the antithesis of what a viewer will expect. The choice of theme was written to capture the viewer’s attention, appeal to everyone and was developed to get a clear, succinct message across; that if we don’t slap on the sunscreen then tens of thousands will be diagnosed with malignant melanoma each and every year.