Dying for a Tan

Our powerful 2016 campaign for SunSense skin protection cream was created and delivered by Truth to show the British public that it is not worth ‘Dying for a Tan’.

Utilising an ultraviolet camera, the campaign aimed to encourage greater high factor sunscreen use by revealing the hidden skin damage people in the UK had caused through tanning.



This powerful, health focused campaign for SunSense was designed to eliminate known barriers to the purchase of high factor sunscreens in the UK. Our research told us that these barriers include a lack of education, a relaxed attitude towards sun protection and a deep desire for a tan.


The guerilla marketing campaign was supported by extensive press and social media outreach and a powerful video of actor and mother, Terri Dwyer, discussing her skin cancer experience. The former Hollyoaks actress and Loose Women panellist was first diagnosed in 2014; doctors told her this was most likely the result of over exposure to the sun and tanning beds.



We took the ‘Dying for a Tan’ campaign on a nationwide experiential tour, visiting major cities across the UK as well as several trade events in order to put the SunSense brand directly in front of consumers and healthcare professionals in an emotive and compelling manner.  


“Truth operates in a highly professional manner and has a unique ability to devise and deliver impressive campaigns that meet our business objectives time and again. They have worked tirelessly to boost our presence in a competitive marketplace.”

Tim Holmes, Commercial Director at Crawford Healthcare.


The Results

Our 2016 campaign achieved:

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