During the summer 2014, The Danish Cancer Society and TrygFonden introduced Shady Offers which was an online platform/network where anyone hosting an event taking place in the shade could post an offer about it for free. Then through a paid online media campaign The Danish Cancer Society used their banners to promote all these offers to people before and during the worst sunny hours. The better your offer was - the more people would come by and the more people we kept away from the most dangerous sunny hours.

Campaign awareness within the young target audience: 77%, 61% with parents

Ad-liking on the website Skyggehygge: 75% are very positive

Intention of using protection against the sun: 1 in 5 within the target audience says that this campaign has influenced their change in behaviour.