Skin cancer rates have been on the rise among young people, with increased exposure to harmful UV rays being a major contributor. Recognizing the need to raise awareness and promote prevention measures, a creative collaboration between gamers and health advocates has emerged.

The concept is simple yet powerful: by integrating skin cancer prevention messaging into the gaming experience, young players can learn about the importance of sun protection in a way that resonates with their interests. The Mini Shield, a staple in Fortnite gameplay for its protective properties, has been reimagined to serve a dual purpose.

Now, when gamers encounter the Mini Shield in the virtual world, they not only gain a 20% boost in protection for their in-game avatar but also receive a valuable reminder of the importance of protecting their skin in the real world. The correlation between the increased protection in-game and the rising incidence of skin cancer among young people serves as a sobering yet motivating statistic.

But the initiative doesn’t stop there. Embedded within the item’s description is a promotional code offering a 20% discount on sunscreen, further incentivizing players to take proactive steps to safeguard their skin. This simple yet impactful gesture not only encourages responsible gaming habits but also promotes healthy lifestyle choices beyond the screen.

By harnessing the immense reach and influence of gaming culture, this innovative campaign Shield Against Cancer seeks to make a tangible difference in the lives of young people. Through strategic partnerships and creative interventions, it aims to turn virtual experiences into real-world actions that can save lives.

The beauty of this initiative lies in its ability to seamlessly integrate health messaging into the gaming landscape, leveraging the power of storytelling and interactive gameplay to educate and empower players. It represents a new frontier in health promotion, where digital platforms serve as catalysts for positive behavior change.

As young gamers continue to immerse themselves in virtual worlds, initiatives like this remind us of the potential for gaming to not only entertain but also educate and inspire. With each shield collected and each sunscreen purchased, players are not just gaming—they’re actively participating in the fight against skin cancer.

In the battle against a formidable foe like skin cancer, every ally counts. Through innovative approaches like the Fortnite Shields Up initiative, we can harness the collective power of gamers to create a brighter, healthier future for generations to come. So, next time you pick up that Mini Shield in Fortnite, remember: you’re not just protecting your avatar, you’re protecting yourself against a very real threat.

Credits
Advertising Agency: Bendita Carpeta
Creative Director: Gian Hernández Fernández
Art Director: Lesly Melgar Arrazabal
Campaign: Shield Against Cancer

This campaign is about:
Skin cancer prevention, Fortnite Mini Shield, gaming for good, skin protection awareness, UV protection in gaming, skin cancer awareness initiative, video games and health promotion, promoting sunscreen use, gaming community initiatives, skin cancer prevention campaign, Fortnite skin protection, sunscreen discount code, youth health awareness, gaming for skin health, virtual world interventions, raising awareness through gaming, interactive health messaging, promoting sun safety, digital gaming and health education, Gaming, Health, Pharmaceutical, Epic Games, Fortnite video game.

With 53% of people claiming they’ve burnt in the UK*, a third of people do not apply sunscreen [1]. It’s clearly not an ingrained habit amongst us Brits. While we flock to our gardens and public parks at the merest hint of sunshine, sunscreen still equals holiday. One of the key reasons for this is simple – we don’t believe the sun in the UK warrants the same respect as the sun abroad. This belief is compounded by a number of widely accepted myths – including that you can’t burn through cloud and the sun is different from that abroad.

To grab the attention of the audience the agency has created a droll new character, Mr. Sun, who entertainingly busts these myths.

In the two quintessentially British films, our hero Mr. Sun’s baffled reaction to people’s misplaced beliefs is the catalyst to rethink their behaviour. A three-step reminder to seek shade, cover up and apply sunscreen finishes off the films with the tagline “Have more fun with the sun” encouraging Brits to enjoy the sun safely.

The film will be on TV and VOD from April 15th as well as dynamic outdoor advertising that will show live location data to reiterate that sun protection is needed at home, as well as abroad.

Directed by Mike Maguire, and produced by Outsider. Mike is best known for his short comedy films and work for brands including IKEA and GoDaddy. Mr. Sun’s character was created by award-winning VFX company Framestore and music by The Futures.

The campaign heralds a tonal shift for NIVEA SUN. Patrick Albrecht, Marketing Director of Northern Europe said; “Brits tend to believe that the sun is stronger when they’re on holiday than it is at home behind clouds. Therefore, we needed an attention-grabbing campaign that stands out from the traditional norm of families on the beach, in order to help create a new daily habit.”

Sharon Jiggins, Executive Vice President, FCB Inferno said; “The campaign is all about driving behaviour change. Our creative research showed that Brits were behaving responsibly when on holiday abroad, yet underestimating the British Sun. In a step-change from the category norm, NIVEA SUN together with Cancer Research UK, want to point out our mistakes in a humorous but also very memorable way!”

Jordi Bares, Creative Director, Framestore added; “We were briefed to create a new character that would resonate with kids and adults alike. To create Mr. Sun from scratch was an epic challenge and we rose to the occasion by creating a loveable character Brits can celebrate their love of summer with, who can also deliver the important message of the campaign.”

About Beiersdorf AG:
Beiersdorf AG is a leading provider of innovative, high-quality skin care products and has over 135 years of experience in this market segment. The Hamburg-based company has about 19,000 employees worldwide and is listed on the DAX, the German benchmark equities index. Beiersdorf generated sales of €7.1 billion in financial year 2017. Its product portfolio comprises strong, international leading skin and body care brands including NIVEA – the world’s largest skin care brand* – Eucerin, Hansaplast/Elastoplast, and La Prairie. Millions of people around the world choose the Beiersdorf brands every day for its innovative, high-quality products. Further renowned brands such as Labello, Florena, 8×4, Hidrofugal, atrix, Aquaphor, SLEK, and Maestro round off the extensive portfolio. Beiersdorf’s wholly owned affiliate tesa SE, another globally leading manufacturer in its field, supplies self-adhesive products and system solutions to industry, craft businesses, and consumers.

Credits
Brand: NIVEA
Patrick Albrecht – Marketing Director of Northern Europe
Sophie Rock – UK Marketing Manager
Lydia Wilson – UK Brand Manager
Agency: FCB Inferno
Sharon Jiggins – Executive Vice President
Kirsten Barnes – Senior Account Director
Sabrina May – Senior Account Manager
Lucie Newlan – Senior Strategist
Owen Lee – Chief Creative Officer
Ben Edwards – Creative Directors
Guys Hobbs – Creative Directors
Stephen Klinck – Copywriter
Alvaro Rivera – Art Director
Nikki Chapman – Head of Broadcast & Executive Producer
Rosie Doherty – Producer
Livvy Tidd – Project Manager
Sarni Strachan – Senior Designer
Rich Bagley – Head of Studio

VFX: Framestore
Creative Director – Jordi Bares
VFX Supervisor – David Watson
2D Lead – Leo Costa
Grading – Steffan Perry
2D Shoot Supervisor – Jason Farrow
Senior Producer – Anna MacDonald
Production Assistant – Molly Haviland

Production House: Outsider
Mike Maguire – Director
Steve Elgar – Producer
Richard Packer – Executive Producer
Matt Chodan – Editor (Gorilla)

Audio: Post-Production
Ben Gulvin – Sound Engineer – 750 mph
John Canon – Music Supervisor – Mr. Pape

Tags:
Cancer Research UK, sunscreen, British, Fcb Inferno, NIVEA, Nivea Ads, Nivea Campaigns, Nivea Sun, Best Tv Commercials , Inspiring Short Films, Best Commercial Ads, Best TV Ads