To make a radio campaign you need to cast a voice. Nothing new here.

But what if that voice becomes the idea?

The ad begins with a gentle, female -GPS-like- voice uttering some standard, recognizable phrases coming from a sunbed. Phrases all tanning salon visitors recognize such as: ‘You have selected the function Facial Tanner.’

As the female voice continues, we clearly feel there’s an actual woman talking to us. The woman introduces herself and explains that she’s the voice actress behind the voice guide in thousands of sunbeds across Belgium. At the time she recorded the voice over, she didn’t really think about the damaging consequences of sunbed-use. That’s why today she uses her voice for a greater good: a radio ad against sunbed-use by the Belgian Cancer Foundation. She personally urges listeners to stop using sunbeds and warns them about the increased skin cancer risk.