Despite numerous sun safety campaigns, Melanoma has

doubled in Sweden over the last 10 years. In a country

where less than four hours of daylight a day is normal,

conveying a message that tells people to avoid the long-lost

sun when it's finally out is somewhat tricky. It was also the

task at hand, since the best way to avoid Melanoma is to

stay out of the sun between 11am-3pm.

To achieve anything with such a tough challenge, we had to

create a positive idea, in line with popular culture, that

creates curiosity and invites to participation. We created

Play in the Shade ? the world's first soccer field entirely

made out of shade. The lines are created by sunlight,

making it visible only when the sunlight is strong enough to

be harmful. This made it an instant topic of conversation,

fueled by the World Cup in Brazil.

In total, more than 6 million people across 21 countries and

over 100 editorial pieces were reached. The campaign

budget was €50,000, gathering an aggregated PR value of

€1,2 million euros. But most important, decision makers

from cancer prevention institutions from all over the world

have contacted the Swedish Cancer Foundation, asking

how Play in the Shade can be implemented in their country.

Right now, plans for realizing these wishes are in the

making.