Don't Skip the Sunscreen in The Brill Building Skin Cancer Awareness Campaign

Agile brand, creative and production agency The Brill Building debuts new online-led campaign that urges SunSmart behaviour and better UV awareness led by fitness coach Anna Geary and Olympian and wellness speaker David Gillick.

Charity announces innovative calcium treatment for skin cancer as a non-toxic alternative to chemotherapy,seeks to raise €100k to help conclude its development. 

#100PercentTogether #Makemoresurvivors

BreakthroughCancer Research (Breakthrough) today launches the awareness campaign ‘Let’s get to 100% together’, which warns about the importance of protecting skin from UV damage 100% of the time. In Ireland the number of skin cancer cases have doubled in the last decade and continue to rise. Ireland has the highest mortality rate from melanoma in Europe. 

The charity is also highlighting the urgent need to raise funds for new treatment options, in a strive to achieve 100% survival from the disease. A new treatment for skin cancer replacing chemotherapy with calcium could be available later this year thanks to ground-breaking new research, if enough funding is secured. However, the charity needs to raise €100k to continue to fund this new life-saving research and are calling on donations from the public to help more people survive sooner. 

Together with TV & radio broadcaster,Ireland’s Fittest Family coach, and former All- Ireland winning camogie captain Anna Geary and Olympian & well-being advocate David Gillick, the campaign stresses the particular importance of improving skin cancer prevention insporty and outdoorsy people, who can be complacent, especially now as the country re-opens for staycations and people enjoy more time outdoors. 

The campaign created by The Brill Building is calling on people to increase their UV awareness and be vigilant when applying sunscreen, to ensure they achieve 100% coverage.  Using UV technology, thelead film and photographer shot by Trevor Hart highlights the hard to reach and often missed areas that result in patch burning, such as the back of the neck, ‘widows peak’,tip of the nose, ears and the lower legs.

This is the second campaign for The Brill Building for Breakthrough Cancer Research from their rebrand under the Masterbrand platform Let’s #makemoresurvivors. In February they generated an international profile for the charity with their integrated campaign The Shop That Nearly Wasn’t – The World’s First Shop 100% Stocked and Staffed by Cancer Survivors.

“Let’s Get to 100% Together” has been created by Brill Building Creative Chief Roisin Keown and Creative Director and Art Director Peter Snodden working with Trevor Hart, photographer and videographer partnering with the inter-agency team who made the previous activation a success.

PR for the campaign is from Niamh Murphy and E-T-C with media planning and buying from Donogh O’Herlihy of Fluent Communications. Emmet McNally and team at Irish Media Agency led the charity’s social response. The campaign includes PR, online and social and select print.

You can donate directly at breakthroughcancerresearch.ie.

Roisin Keown, Founder and ECD, The Brill Building, said: “This is a really important message and we wanted to help share it with a memorable and distinctive suite of images. So often, we all think we’re doing the right thing getting outdoors and getting active without thinking how we can be putting our health at risk if we’re not 100% UV protected. We’re pleased to have created another campaign for Breakthrough designed to create lasting impact and help make long-term positive behavior change a reality. Ireland’s statistics on skin cancer are frankly terrifying and we want to help in any way we can”

Orla Dolan, CEO of Breakthrough Cancer Research, said: “We’re calling on the public to do everything they can to protect themselves properly, while we work on new treatments. “It has never been more important to stay safe while staying healthy.  Breakthrough is helping improve the survival outcomes for those already diagnosed. We’re working with an amazing team of scientists and clinicians, on ground-breaking new treatments for skin cancers as we strive for 100% survival for all cancers. 

“Together, through better prevention and new treatments, we can achieve 100% survival, so let’s get to 100% and €100k together”.