The ask:
Get people thinking about the real risks of skin cancer — and how to prevent it.
The idea:
Here’s the truth: Everyone hates cancer — and skin cancer is the most common, yet preventable, form in Ireland. Bolstered by these facts, this campaign sets out to raise awareness and stop skin cancer in its tracks by “throwing shade”. Literally and figuratively.
“Throw Shade” – informal
to publicly criticise or express contempt for someone
or something.
These sun activated signs, placed on buildings, bridges, and other fixtures, cast their dismissive yet informative messages when the sun shines at its brightest and most harmful.
