WE MADE SUN-SAFE CLOTHES FASHIONABLE, BY PARTNERING WITH THEIR FAVOURITE ONLINE RETAILER, ASOSWe partnered with online fashion retailer ASOS to develop the “Fashion Forecast”, an online tool. ASOS’s influence is enormous - 400,000 of our target audience spend an average of 12 minutes with ASOS content every day.The Fashion Forecast sat on the ASOS home page. Users input the occasion they wanted an outfit for (for example, a music festival), their celebrity style inspiration and the way their skin reacts in the sun. The tool offered a range of looks - fashionable but also safe - which they could click to buy. New looks were added throughout the summer in response to the latest trends.Fashion Forecast was integrated into ASOS’ emails, newsletters, magazine, Facebook page and Twitter feeds to keep momentum up. We used young women’s magazines, and used radio ads to drive traffic to the Fashion Forecast website.

WE ACHIEVED REAL BEHAVIOURAL CHANGE – WITH OVER 60% SAYING THEY WOULD DRESS DIFFERENTLYWe got SunSmart onto the radar of over half of UK 16-24s – measured via prompted awareness.70,000 people visited the Fashion Forecast hub and interacted with the tool. Our survey showed that the vast majority found it “useful, informative and impactful”.We delivered a shift in attitude – the number of people who agreed that sunburn increased the risk of skin cancer grew by nearly 20% to 94%.

Most importantly, The Fashion Forecast inspired a behavioural change – after interacting with the tool, 61% of young adults said they’d dress differently when going out in the sun.