In partnership with isobar Brasil - a digital agency from the Dentsu Aegis Network – the world’s leading brand on sun protection*, NIVEA SUN, launched its new digital campaign on December 1st.
The movement called #AMarcaDaProteção (The Protection Brand) raises awareness in Brazilian society about the importance of sunscreen and points out that using it is a matter of health. (View the Campaign site HERE.)
In Brazil, roughly 150 million people don’t use sunscreen. The consequences of unprotected sun exposure include skin patches, wrinkles, precocious skin aging and skin cancer. Data from the National Cancer Institute (Inca) indicates that one person dies of skin cancer every three hours in Brazil. That type of cancer has the highest rates on national territory and accounts for 30% of all malignant tumors.
To kick-start the movement, the brand put out a film created by Isobar in social network channels featuring model and actress Bárbara Evans, who was diagnosed with skin cancer at the age of 22. In the video, Bárbara shows that using sunscreen is a matter of health and should be a daily part of the Brazilian people’s routine. Aiming at creating a real movement for skin cancer prevention, the campaign prompts celebrities to invite their social media followers to partake in the movement. Finally, a round of discussions will tackle myths and truths about using sunscreen, contributing to the topic by educating consumers.
All the concept and strategy behind the #AMarcaDaProteção movement was developed by Isobar Brasil.
“The brand brings that concept to educate consumers with a long-term message. The objective is to raise awareness about sun protection and how it should be part of our daily routine, especially in a tropical country like Brazil”, says Andrea Siqueira, Executive Creative Director at Isobar Brasil.
* Source: Euromonitor International Limited.; NIVEA in the Sun Protection category, including sun protection, post-sun and self-tanners; retail sales vales, 2015