Skin Care Cymru

Wales has the highest rate of skin cancer in Europe, so we kidnapped the Welsh Dragon on St David’s day and replaced her with a lobster. Castles, parliament and the national stadium all flew our flag, and the message ‘Don’t be a Lobster’ was picked up in the press, reaching 400 million people. It was even mentioned in parliament. The £400 it cost tripled searches for ‘sun cream’ and doubled searches for ‘skin care’. The case study has since been referenced in medical papers and used in school classrooms. As one Wales Online reader put it “A total insult to the people of Wales by a tiny charity desperately trying to raise their profile at minimum expense”

Kinsale Sharks: 2x Bronze
Creative Circle: 1x Bronze