This submission outlines the 2016 marketing partnership between Cancer Research UK and the Beiersdorf owned brand, NIVEA SUN. Since 2012 these organisations have worked together to educate the UK public about protecting their skin from strong sun by promoting 3 sun safety messages: cover up, spend time in the shade and apply sunscreen. However in light of research showing that consumers were still confused over how to protect themselves and with rates of skin cancer continuing to increase in the UK it was clear that a more comprehensive approach was needed to spread these messages.
In response the organisations decided to expand their activity to deliver a fully integrated marketing campaign throughout the summer of 2016. This included a co-branded TV advert, on pack messaging on 7million NIVEA SUN products, POS in high street retailers and CRUK shops across the country and thermally activated PR and social media activity.
Using the reach of the NIVEA SUN brand and the authority of the CRUK brand the organisations have been able to successfully increase awareness among the UK public of how to protect themselves in the sun, building trust in NIVEA SUN and working towards CRUK’s long-term objective of reducing rates of skin cancer