Sweden’s Cancerfonden throws some shade

Jack Blog

August 4th, 2014 By Caspar Mason

The right message, to the right person, at the right time: it’s the ultimate goal of marketing and comms. And Cancerfonden (the Swedish Cancer Society) have hit the nail firmly on the head with this clever activation.

Melanoma cases have doubled since 2000, which they think is due to Swedes remembering to cover up on holiday but forgetting to do so at home. So they created a shaded area for people.

But there’s more: it’s also a soccer pitch…and the field of play is marked out by lines of sunlight that are only visible between 11am and 3pm. To put it another way: the moment the message is relevant, the activation comes to life. And by creating a place to play, they’ve given people a compelling reason to step out of the sun – an experiential pull, not an above-the-line push. ‘The medium is the message’, as Malcolm McLuhan would say.