New visual campaign for the British Skin Foundation urges middle-aged to have their skin checked
The British Skin Foundation, along with leading healthcare agency, Langland, has released its new campaign urging people with suspicious lesions to have their skin checked by a GP.
The ‘Holiday Souvenir’ campaign aims to inform people about the potential dangers of developing squamous cell carcinoma (SCC) – the second most common form of skin cancer in the UK. The common condition ‘actinic keratoses’ can lead to skin cancer if left untreated, also known as ‘solar keratoses’, they are patches of skin which have become damaged through long-term repeat exposure to the sun.
The campaign is targeted at the middle-aged and older audience, as the potential risk is more prevalent amongst this age range. Using the idea of the package holiday boom of the 1970s and 1980s as a focal point, the images show lesions on the models’ foreheads in the shape of popular holiday destinations like Tenerife, Corfu, and Sardinia.
Bevis Man, communications manager of the British Skin Foundation, commented: “We’re very excited to have had the creativity and support of Langland on this campaign. There’s clearly still a way to go in terms of changing the behaviour of people in the sun, both young and old, so hopefully, campaigns like this will go some way to achieving this.”
Account director at Langland, Whitney Andrews, added: “We created the public awareness campaign for the British Skin Foundation, as we knew that actinic keratoses is particularly prevalent amongst the generation of Britons that first took advantage of low-cost flights to sunny holiday destinations in the 70s and 80s.
“As a potential precursor to a form of skin cancer, it’s something both parties involved felt was worth raising awareness of. Langland worked with photographer, Gary Salter, creating skin lesions in the shape of popular holiday destinations to really drive home the message that unusual patches of skin should be checked by a doctor.”