Tools and building materials retailer Toolstation has partnered with cancer support charity Macmillan for a new campaign that aims to raise awareness of skin cancer among tradespeople.
Developed by creative agency Krow Group, ‘Raise Your Skin Standards’ encourages outdoor workers to take extra precautions around sun protection, as they are at a greater risk of developing skin cancer.
In a highly pertinent creative, the retailer and Macmillan liken sun-damaged skin to a poorly-completed building job, with copy reading: “Cracking – you wouldn’t leave a site like this, so why let it happen to your skin? Stand up to skin cancer with sun protection on site.”
“We know that tradespeople don’t have much time on their hands so prioritising suncare can be difficult but it’s really important that tradespeople are well informed about the implications of being burnt while working in the sun and the steps they can take to minimize that risk,” Toolstation head of marketing, Greg Richardson said.
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“We hope the campaign helps them overcome that risk and will make wearing sun cream when working outdoors as common as PPE.”
The campaign is primarily inspired by the worrying insight that as many as one in four (24%) tradespeople never wear sunscreen when on the job, despite 68% always wearing it on holiday. The creative will run on Toolstation’s social media channels across August.
Macmillan Cancer Support corporate partnerships manager, Rebecca Fanning added: “We are pleased to be partner with Toolstation on their ‘Raise Your Skin Standards’ campaign, to help raise awareness of staying safe in the sun amongst Toolstation’s community.”
“The stark statistic that tradespeople are 8x more likely to develop skin cancer is a reminder of the risks sun exposure can have on developing skin cancer and the importance of following skin protection advice and checking skin regularly. Working with valued partners like Toolstation, helps Macmillan to amplify this message and direct Toolstation’s community to Macmillan’s support services if they need more information.”
