To mark Sun Safety Awareness Month, Melanoma UK is shining a spotlight on the dangers of over-exposure to UV rays, with support from global healthcare creative agency, Havas Lynx Group, and online travel specialist, icelolly.com.

The bold new creative campaign marks the start of an exciting new partnership between Melanoma UK and leading independent travel company, icelolly.com, aimed at encouraging people to stay safe in the sun, both abroad and in the UK.

Taking an upbeat and vibrant approach, Havas Lynx Group’s colourful campaign artwork is designed to stand out in the saturated world of social media – a world in which users scroll their feeds at lightning speed.

Its mission is to educate people about the every-day domestic scenarios in which UV is present – walking in the city, visiting parks, driving with the car windows open etc. Simple but impactful, the letters U and V in the word “LUV” are highlighted to remind people that whatever activities they love during the British Summer, protection against UV rays is still essential.

Travel specialist, icelolly.com has pledged to commit to a long-term partnership with Melanoma UK, kicking off with a competition to win an all-inclusive family holiday to Tenerife, aimed at encouraging people to engage with the campaign.

Commenting on its new partnership with Melanoma UK, Icelolly.com CEO, Richard Singer, said:

“Holidays are about creating lasting memories for the right reasons, not the wrong reasons. We’re looking forward to working with this important charity on their Sun Safety Campaign and help raise awareness of the need to take care of ourselves and our family with a view to avoiding short term problems such as dehydration, sun stroke and sunburn and, longer term, to prevent skin cancer.”

Havas Lynx Group CCO, Tom Richards, said:

“On the whole people are prepared for days out at the beach and obviously sunny locations, but Havas wanted to raise awareness of the dangers in less obvious situations, such as when we’re out and about in cities, parks, family picnics etc.

“British sun can be harmful – even on overcast days – that’s the hidden danger of UV rays. The creative is deliberately visually-led, punchy and fun, focusing on the positives of sunshine – but enjoyed safely.

“Pushing the campaign live in August during Sun Safety Awareness month targets families over the summer holidays and around bank holidays. We’re also including tips on how to be sun safe through all of the partner’s web and social channels.”

Commenting on the campaign, Melanoma UK’s, Diane Cannon, said:

“As always, we’re so grateful for the support of our amazing corporate partners. Havas Lynx Group has once again created a high impact, dynamic and interactive campaign which helps us to spread the word on the importance of sun protection both at home and abroad.

“We’re delighted that icelolly.com has agreed to work with us ongoing, so this campaign is really just the start of much bigger things to come. Watch this space!”

According to Melanoma UK, Melanoma is the most aggressive form of skin cancer, and critically is more common than many other cancers (e.g. breast cancer, bowel cancer, lung cancer) in patients in their 20s, 30s and 40s. By 2030 melanoma will be alongside the top five cancers.

For more information on Melanoma, visit: www.melanomauk.org.uk

For information on Icelolly.com go www.icelolly.com