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. After 10 years of sun safety campaigns in Denmark, we needed a new strategy to make the Danes change their sun habits.

Our appeal films went viral and got picked up by primetime news all over the world, and overnight, Danish sun habits were talk of the town. The campaign spread quickly on social media and 11.000 people signed up as volunteers.

Some volunteers learned Danish and produced their own video replies, and Danish embassies abroad joined our cause. Local businesses and hotels made special sun-offers for Danes and handed out free sunscreen, local pharmacies guided Danish tourists to better sun safety and dermatologists offered free birthmark check-ups for Danes.

And exactly as we had predicted, all these stories returned to Denmark as valuable news stories while we used the user-generated content to entertain and educate our Danish target group.

We also did a partnership with the weather report on Danish national tv to use the content as a weekly feature through the summer.