what we've done.
The Big Burn
Alberta Health Services
Instead of just exposing our milky thighs at the tanning salon, we helped Alberta Health Services expose the hidden dangers of indoor tanning.
In Alberta, 30% of 17 year-old girls have used a tanning bed. Studies show indoor tanning before the age of 35 increases the risk of melanoma—the deadliest skin cancer—by 75%. The problem is: no one knows that. To prevent skin cancer caused as a result of indoor tanning, Alberta Health Services wanted to create an awareness campaign that would help teens and parents understand the risks associated with baking themselves bronze.
Based on the idea that the health myths surrounding indoor tanning are hiding the real facts about its risks, we created an exploratory online experience— TheBigBurn.ca — set in a seemingly harmless tanning salon that suddenly and unexpectedly changes to a sinister hospital room. The frightening truth behind indoor tanning is revealed in a unique and memorable way.
The numerous pages of research and facts around indoor tanning are broken down into small easily digestible pieces by utilizing three distinct layers of content: simple facts accessed by exploring the salon, infographics that go into more detail, and long copy for those looking for more in depth information. In addition to information, the site also armed parents with a toolkit to talk to their teens about the risks of indoor tanning.
TheBigBurn.ca was supported by online, radio and print components and a grad-themed youth event that all served to drive traffic to the website and raise awareness of the issue.