Cases of melanoma in the UK are at an all-time high, and while studies show that getting sunburnt just once can triple your risk of getting cancer, 38% of Brits say they have already been sunburnt during the recent spring weather.

Drawing attention to the dangers of sun damage, The British Skin Foundation presents ‘The Burnable Billboard’ - the world’s first multiple-location DOOH campaign to reflect the effects of too much sun exposure as it happens.

It follows new research from The British Skin Foundation which reveals that a third (31%) admit they “couldn’t be bothered” to apply sunscreen, while 25% say they want to get a tan and overdid it.

Timed to appear on days forecast to have particularly high UV levels, the campaign appears in high footfall areas in three UK cities 19^th June, including an all-day takeover of the Meridian Steps at London’s Westfield Stratford City, a three-hour takeover of The Totem in West Quay, Southampton, and The Loop screens in Manchester.

Using an API and data from weather sensors, the individual DOOH screens are updated with the exact UV level in that location in real time every second.

Starting out with beautifully shot, close ups of healthy skin types and tones, the higher the UV exposure, the more the skin begins to change, burn and eventually blister in real time.

This organic, visual effect was achieved by collaborating with a dermatologist and a technical team at The Gardening.club who developed an AI model trained to produce realistic depictions of sun damage within just a few hours of unprotected UV exposure.

This being new territory for all partners, the process was one of exploration and discovery.

Scannable QR codes then direct viewers to a British Skin Foundation website offering sun lovers expert advice on how to better protect themselves.

British Skin Foundation The Burnable Billboard