Apotek Hjärtat: Shadecation

In Sweden, skin cancer is up 100 % over the last 20 years. And we’re the 3rd most affected country globally. To break the trend Sweden’s largest pharmacy wanted to teach Swedes sun safety.

Logic says “do a sunscreen campaign”. But sunscreen alone isn’t enough protection. Instead, we had to inspire Swedes to spend their summer holiday in the shade (the best sun protection), not in the sun.

So, we opened a brand-new travel agency and made it the skin-friendliest in the biz by only selling trips to Sweden’s least sunny destinations.