As the leading insurer in Belgium, AG is taking its ‘protection’ responsibilities quite literally. Thanks to an innovative awareness campaign leveraging smart UV tattoos, AG was able to raise awareness of the growing risk of skin cancer in Belgium and the need for protection… placing themselves in the right place at the right time.
Skin cancer statistics in Belgium are startling. One in five Belgians will be affected by skin cancer in their lifetime, with close to 50% not protecting their skin adequately and more men than women putting themselves at risk. Maybe it’s the Belgians love for the outdoors, or just a general lack of awareness, but AG wasted no time in taking their message straight to the source. Through an innovative summer marketing campaign, AG targeted two music festivals - very synonymous with Belgian culture. And to complement this initiative, at events across the country, from festivals, to amusement parks and zoos, sunscreen dispensers were readily available.
To help festivalgoers protect themselves against UV radiation, temporary tattoos were applied that illuminate when it is time to slap on the sunscreen. AG had thought about everything and had also foreseen sunscreen dispensers spread across the festival sites. The stations provided free sunscreen with a high protection factor as well as live advice based on the intensity of the sun.
Striking more men than women, 18% of men compared to 8% of women fail to use protection against UV rays. In addition, it appears that a lot more young people and older people indicate that they never apply sunscreen: about 20% of both the Gen Z (18-23j) and of the Baby Boomers (+69y) never smear. At Gen Y (24-39y), the Pragmatic Gen (40-53y) and Gen X (54-68y), this is an average of 10%. So don’t forget to protect yourself next time you are out in the sun!
You are reading an article that is part of our Annual Report 2024.
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