This month, Boots Soltan and Ogilvy UK release a striking new campaign to help parents understand the risk of exposing their family to UVA damage that is as permanent as a tattoo.

The campaign marks the first major marketing activity from Boots Soltan, the UK’s No1 5* UVA protection suncare brand, in 14 years. The series of images depict various children enjoying the sun, seemingly unaware of the tattooed “sun damage for life” message on their face or chest.

The campaign continues the brand’s harder hitting creative approach and aims to deliver the message in a very simple, yet impactful way.

It comes off the back of new research from Boots Soltan that shows over half (51%) of parents choose a sun cream based only on its SPF rating to prevent sun burn, without realising the significance of the star rating that indicates protection against long term, permanent skin damage caused by UVA. Furthermore, 55% of parents don’t even know what the UVA rating is despite previous education campaigns by brands, charities and the public sector.

“Parents are making what they think are the best choices when it comes to sunscreen, but it was shocking to us that the message about UVA is still not getting through enough. Therefore the campaign needed to deliver a strong message in a way that is easy to understand. At Boots Soltan we believe there should be no compromise where sun care is concerned. Either you have fully protected your family with a 5* rated sun cream or you haven’t,” explains Vice President and Global Category Director, HRO, Global Brands at Walgreens Boots Alliance, Guy Farmer.

The creative work will be seen across social, digital, OOH and in Boots stores nationwide. To raise awareness of the long-term effects of UVA damage, Boots Soltan also staged a provocative and informative exhibition open to the general public, at White Space Gallery in London’s Leicester Square on Friday 23rd March 2018.


More on this work in Campaign here.