Cancer Research UK has launched a social media campaign to raise awareness among young people of skin cancer.

The campaign, launching today, is hosted on Facebook and Youtube, with the charity trialling YouTube’s new pre-roll ad format for the first time.

Targeting 15-18-year-olds, it’s the latest iteration of Cancer Research UK’s SunSmart campaign, which has been running since 2003.

Digital agency Nonsense has created a storyline around fictional rapper Leatha Face, a tan-addicted teenage boy striving for stardom with the belief that a sunbed tan will help him reach his goal.

Leatha Face will post a number of videos on his YouTube channel and Facebook page showing him practising his “tanalicious rhymes” before being brought back down to earth by a more savvy peer who tells him about the health risks of sunbed use.

The content, shot to look like webcam and mobile footage, will feature among other hip-hop content on Facebook and YouTube, and across niche blogs.

The activity will be backed with a video blogger outreach campaign, YouTube pre-roll ads and video seeding by MediaCom.

Caroline Cerny, health campaigns manager at Cancer Research UK, said, “We know the majority of this audience is aware of some of the health risks of sunbed use but put the concerns to the back of their minds. By creating an engaging video we hope to influence the attitudes of young sunbed users and show them that it’s not just the heavy users who are risking their health and their looks.”

Leatha Face is Nonsense’s first major campaign for Cancer Research UK following appoinment to the charity’s roster last September.


Published 15 March, 2011 by NMA Staff

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