Wickes Tradesman's Suncream

Social Impact Marketing Strategy

In the UK, a tradesman dies every fortnight from skin cancer. Over 85% of cases are preventable, yet research shows many tradesmen don’t use suncream, seeing it as weak or unmanly.

So this summer we helped Wickes move from home improvement to health improvement. Introducing Tradesman’s Suncream – a fun, no-nonsense way to make suncream relevant to the trade.

Available in Brickie’s Bronze, Plasterer’s Pink and Apprentice White, the range came in miniature paint pots specially packaged to withstand the rough and tumble of a building site, and was given away free nationwide.

Every single pot flew off the shelves, and we achieved huge organic cut through, with over 12 million impressions in just 48 hours - but best of all we changed attitudes to sun safety among the UK’s most at-risk workers – going a long way to saving lives.

The campaign was in fact so successful, that UK Government have decided to back the initiative for summer 2018.

Client

Specialisms involved

In the UK, a tradesman dies every fortnight from skin cancer. Over 85% of cases are preventable, yet research shows many tradesmen don’t use suncream, seeing it as weak or unmanly.

So this summer we helped Wickes move from home improvement to health improvement. Introducing Tradesman’s Suncream – a fun, no-nonsense way to make suncream relevant to the trade.

Available in Brickie’s Bronze, Plasterer’s Pink and Apprentice White, the range came in miniature paint pots specially packaged to withstand the rough and tumble of a building site, and was given away free nationwide.

Every single pot flew off the shelves, and we achieved huge organic cut through, with over 12 million impressions in just 48 hours - but best of all we changed attitudes to sun safety among the UK’s most at-risk workers – going a long way to saving lives.

The campaign was in fact so successful, that UK Government have decided to back the initiative for summer 2018.

12M+

12M+

Media impressions in just 48 hours

160%

160%

Increase in website visits seen by charity partner Sckin

20K+

20K+

Pots distributed through Wickes stores across the UK

2K

2K

Sign-ups to Wickes’ Trade loyalty scheme increased to over 2K a week during the initiative

Highlights

More work

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