With melanoma rates rising and a third of Brits admitting they "can't be bothered" to wear sunscreen, the British Skin Foundation needed to make the invisible danger of UV impossible to ignore while challenging common misconceptions around sunburn and skin tone. We created the world's first billboard series that burns accurately in real time, using a dermatologist-developed AI model and live local UV data to progressively burn hyper-realistic images of healthy skin across diverse skin tones. Launched during a summer heatwave in major UK cities, the campaign transformed public billboards into live sun safety warnings, directing people to trusted advice via QR codes.

Results

Reached 3.7 million people in 24 hours.
Generated 85+ press articles.
Drove a 525%+ increase in search interest.

British Skin Foundation | The Burnable Billboard