In the most recent reports from the United Nations, there were 13 million premature deaths in 2015 as a result of non-communicable diseases such as cardiovascular disease, cancer, chronic respiratory disease or diabetes. As part of the 2030 Agenda for Sustainable Development, the goal is to reduce this by a third, mostly as the result of enhanced treatment and changed behaviours.
The challenge that Australia-based charity Cancer Institute NSW set agency Soap is: even though millennial Australians are aware of the danger, their behaviour in the sun remains unsafe. Can you raise awareness of the potentially deadly health consequences of overexposure to ultraviolet radiation (UVR) and, crucially, use this increased awareness to drive behaviour change, by persuading millennials to protect themselves, through appropriately wearing protective clothing, applying sunscreen and seeking shade? In response, the agency came up with “Your Time in the Sun”.