Cancer Council WA tackles tanning trends with awareness campaign
With tanning becoming the latest TikTok trend, especially among Gen Z, Cancer Council WA is on a mission to remind young adults of the risks of developing skin cancer, via a new campaign.
The campaign was originally developed by the Cancer Institute NSW, and has been adapted for Western Australia, demonstrating the normally invisible, yet very real threat of UV radiation – including the scale and danger of UV rays.
Targeting 18-45 year-olds, it depicts UV rays as illuminated arrows flying through the sky, transforming into into a tangible threat.
It comes at a pertinent time, as concerns are growing over tanning becoming the latest TikTok trend.
The hashtag #sunburnttanlines has more than 200 million views on TikTok, with influencers showing over their “tanning routines” – some going as far to title their videos “come and UV tan with me”.
Cancer Council WA SunSmart manager, Sally Blane, said younger adults are particularly at risk due to these poor sun protection behaviours, their preference for tanning, and higher rates of sunburn compared to older age groups.
“Despite Australia having one of the highest rates of skin cancer in the world, thousands of WA adults are still not protecting themselves from harmful UV rays,” she explained.
“Melanoma is one of the most common cancers affecting West Australians, and skin cancer remains a largely preventable disease if we take the right precautions.”
Blane said it’s important for people to be vigilant, especially during the summer months.
“If you could see UV, you would protect your skin,” she continued.
“We’re asking West Australians to be prepared before heading outdoors and to take care of their skin by slipping on protective clothing, slopping on sunscreen, slapping on a wide brimmed hat, seeking shade, and sliding on sunglasses.”
The campaign will run until March across cinema, digital OOH, broadcast radio, streamed audio, online platforms, and social media.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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