Hello birdies! Sunburn can happen fast, and now, you can see it happen right before your eyes. In a powerful outdoor campaign, the British Skin Foundation has introduced UV-reactive billboards that show how sunlight damages the skin in real time. Created with Wonderhood Studios and an AI production team, The Gardening Club, the project utilizes digital screens connected to live UV data. When UV levels rise, the skin images on the billboards begin to change. Initially, the skin appears healthy. But as UV exposure increases, the skin turns red, peels, and even shows signs of blisters.
IG: @marketingbirds
Sunburn With AI
Each screen uses dermatologist-approved images and AI visuals to display sunburn effects on different skin tones. Ocean Outdoor’s sensors feed real-time UV data into the system, so the display reacts instantly to the weather. Why this campaign? Recent studies show that many adults still get sunburns in spring and don’t use sunscreen regularly. Some say they forget, others say they don’t think it’s important. But with rising skin cancer cases, especially melanoma, this attitude is dangerous.
Changing The Habits
To help change behavior, each billboard includes a QR code linking to useful tips about sun protection. The campaign even won a bronze award in Ocean Outdoor’s Digital Creative Competition, not for selling a product, but for trying to protect public health. The British Skin Foundation says the real success of this campaign will be measured by how many people start using sunscreen more often and change their sun habits.
