Our insight was that millennials are extremely ambitious: they want to do more, see more and learn more than any generation before. We wanted young people to feel what it would be like to have their time cut painfully short – before they have a chance to achieve all their goals. “Your Time in the Sun” refers to the idyllic time when you’re young, ambitious, experiencing new things, and enjoying life to the full. It’s also a time when you’re at high risk of UVR overexposure, as you’re frequently outdoors… and this can have tragic consequences.
The campaign that Soap developed to activate the message worked on multiple levels, mixing emotional and rational messaging. The “Your Time in the Sun” film played across screens, and emotionally resonated with young people because it’s about how precious life is. The campaign also included the website http://yourtimeinthesun.com; dynamic banners, and digital outdoor which displays the current UVR index; plus video testimonials in which young people affected by skin cancer tell their stories.