Wickes Teams Up with Skcin to Address a Burning Issue with Tradesmen

In the UK, construction workers face the highest risk of skin cancer, killing a builder every fortnight. Even more distressing is that 86% of cases are preventable.

Tradesmen’s attitudes to sun cream are still stuck in the past – many choose not to put any on, seeing it as weak, unmanly or simply getting in the way of a tan. 1 in 10 don’t wear sun cream for fear of workmates mocking them.  

That’s why Wickes has teamed up with skin cancer charity Skcin to help overcome the issue by launching a range of sun cream specifically for tradesmen, which will be rolled out free of charge in stores across the UK (while stocks last).  

Available in Brickie’s Bronze, Plasterer’s Pink and Apprentice White, the range of sun creams come in miniature paint pots, specially packaged to withstand the rough and tumble of construction.

Each pot features lighthearted tips to keeping safe and drives the trade online for tips and advice. The educational message continues with UV skin checks outside selected stores and a ‘how to spot for skin cancer’ video on Wickes ‘how-to’ page on YouTube.

Marie Tudor, from Cancer Charity, Skcin, said: "Our research shows that workers in construction are less likely to wear suncream, due to misconceptions that it’s not a serious health hazard and that wearing suncream is somehow ‘unmanly’. It’s great to see a large company like Wickes trying to challenge these perceptions and tackle the huge number of preventable deaths that come from skin cancer."

Matthew Gaunt, Head of Brand & Communications at Wickes comments: “It is clear that there’s a real need here and we want to help tradespeople working outdoors get to grips with this issue.” 

“We hope that by trialling Wickes Tradesman’s Suncream in our stores, it helps raise awareness of an important issue within the industry, as well as making protection from the sun’s rays more accessible to tradespeople in the UK.”

Simon Mannion, Creative Director at iris, says: "We’re using the powerful tool of humour to resonate with tradesmen to help overcome the barriers regarding wearing suncream and help make it as normal as a hard hat and steel-toe caps for the building site."

Iris is Wickes’ lead creative and strategy agency in the UK and led this idea from concept, through to design and launch.