Belgium Fights Skin Cancer with Cheeky Campaign
Belgium’s Foundation Against Cancer used APRIL®, as part of a cheeky national program to encourage younger women to wear sunscreen. "The Midnight Switch" delivers a very creative take on a serious message. The mothers of each of the women in a couple's getaway holiday is secretly switched into her daughter's place in bed during the night, unbeknownst to the boyfriend in each couple. When each of the boyfriends wakes up in the morning, they are shocked to see the "older girlfriend" in bed beside them. Once the "Midnight Switch" is explained to the men, they are encouraged to help support and discuss the use of sunscreen with their real girlfriends to help prevent effects of sun damage, premature aging, and the possibility of skin cancer.