Breakthrough Cancer Research's Humorous Spots Retire the Man Tan

​Cancer research charity says it's time for male athletes and outdoor workers to get serious about skin cancer in humorous new campaign​.

In the second phase of their summer UV awareness campaign for Breakthrough Cancer Research, The Brill Building has created a mini campaign for social with a series of films that take a light hearted look at a deadly serious subject.

Male golfers, cyclists, surfers, farmers, runners, construction workers and farmers are amongst those being warned to take extra precaution against the sun in a new ‘Man Tan’ skin cancer awareness campaign by Breakthrough Cancer Research (Breakthrough), in association with SunSmart.

Ireland has the highest mortality rate for melanoma in Europe and outdoor workers account for an incredible 25% of those that are diagnosed. Melanoma also kills more men than women – simply because they don’t cover up and wear sunscreen as frequently!

The charity has launched humorous Patch Tan films on social media, warning men that tanned skin is damaged skin, and the only 100% safe tan is fake tan. The idea is that campaign, which is supported by a multitude of ambassadors including Grand Designs architect Paddy Bradley and Irish rugby player Luke Fitzgerald addresses what can be deadly serious disease in a surprising and shareable way. 

A recent survey by Breakthrough demonstrated that 73% patch burn regularly, which is where the danger lies, so they are highlighting the spots that are usually missed by outdoor workers and athletes, including the back of the neck,ears and top of the forehead (where peaked caps provide little protection), the tip of the nose, the lower legs, andthe upper arms (where t shirts and shorts ride up).

The films were created in-house by Roisin Keown and Peter Snodden of The Brill Building working with emerging directorial talents KR@KRB@RL, with Ross O'Callaghan as Director of Photography and Julie-Ann Ryan creating the comedy fake tan lines.  Comedian and actor Peter McGann stars as the Tanned Man. PR is from E-T-C with Irish Media Agency running the social and digital activation.

The first set include films targeting golfers, cyclists, surfers and drivers with construction workers and farmers to follow.

Roisin Keown E.C.D. at The Brill Building commented: "Patch tanning shows where your skin has been put at risk, so it’s never a good look.  Ireland has one of the highest mortality rates for melanoma in Europe, but our research and data further identified that outdoor workers and outdoor sports people are in a high risk group - 25% of those diagnosed with melanoma are outdoor workers. There can be a reluctance to be vigilant with sunscreen, with some wearing the Man Tan as a badge of honour. In addition, men are more likely to die from melanoma than women so a disruptive and surprising approach was needed to reach as many of them as possible.  We knew we needed to do something this audience, help them gain a new perspective on something they see as harmless and get cut-through for a serious message without lecturing."

Commenting, Orla Dolan from Breakthrough Cancer Research said: “Long term exposure to the sun’s invisible UV rays puts outdoor athletes and workers at a high risk of developing skin cancer. We have seen some very nasty cases of basal cell carcinomas and melanoma in areas that are exposed to the sun, like the neck ears and lower leg, especially in men. In fact, one in four skin cancer deaths are from the outdoor working sector alone.  

Grand Designs architect Paddy Bradley is among the celebrity supporters raising awareness with construction workers. “We all need to take skin protection on building sites more seriously, at all times of the year, especially when the UV is high and notjust when it’s really sunny.”

The ‘Man Tan’ campaign is part of Breakthrough’s overall national Summer 2020 awareness campaign ‘Let’s get to 100% Together’, which warns about the importance of protecting skin from UV damage 100% of the time and the need for new treatment options in a strive to achieve 100% survival from the disease.

Breakthrough is helping improve the survival outcomes for those already diagnosed. Earlier this month the charity gave the green light to an exciting new skin cancer research project.  The treatment uses calcium instead of chemotherapy and could be available for patients in a clinical trial, initially in Cork, as early as November.  The hope is that this non-toxic non-surgical but highly effective treatment can be delivered to outpatients.  

On the areas of skin you can't cover up or keep in the shade, the public are reminded to be sure to apply high factor SPF carefully, so they're 100% covered. People are invited to share or tag someone who needs to hear the message to take more care in the sun.

The only safe tan is a fake tan.
Don’t skip a bit where you apply your sunscreen.