The Cancer Council of WA (and other Cancer Councils in other States too) are investing a lot of money to convince people like you and me that “there’s nothing healthy about a tan”. I’ve seen airplanes dragging signage across the sky near the beach, bus side posters and TV commercials. It’s a big effort to change behaviour.
But is it possible? Could you really have your perception changed by this advertising message? I suspect not.
We are hardwired to think a tan looks healthy. See the current BUPA TVCs below, where the tanned version of the person is the healthy example.
A tan is usually derived from outdoor pursuits under the sun. Our brain sees a glowing person and draws the conclusion, “they’re healthy”. Telling us to stop thinking that way is likely to be futile.
For mine, a more believable proposition that might gain better traction would be “sun exposure isn’t healthy” (with a Creative and Copywriting team to fix it up!) and an acknowledgement that fake tanning lotions are a better solution.
It reminds me of the saying, “losing the battle but winning the war”. Giving up on convincing people that pale = healthy means the Cancer Council might have a chance of winning the war against melanoma.
Further to this blog entry, I received a great response from the Cancer Council
I encourage you to read their research:
Now what do you think?