Summer's Dark Side
AOK Baden-Würrttemberg
Baden-Württemberg is blessed with sunshine – and that’s increasingly becoming a problem. Climate change is intensifying UV exposure, but public awareness around skin health is lagging behind. Skin cancer rates are rising, while many people continue to underestimate the risks.
AOK Baden-Württemberg faces a classic prevention challenge: How can you communicate an important, yet often overlooked health topic in a low-threshold and relatable way? How do you encourage people to take preventive action – without sounding preachy?
Under the fitting motto “The Dark Side of Summer,” AOK Baden-Württemberg launches a cross-media prevention campaign that appears exactly when it’s needed most: in the sunshine.
The strategy: Instead of abstract education, the campaign provides concrete, situational support — wrapped in humor and free of moralizing. Prevention becomes a friendly part of everyday life.
The heart of the campaign is a statewide, programmatically controlled DOOH flight that revolutionizes prevention:
The displays show the current local UV index in real time and deliver fitting, humorous sun protection tips. The higher the radiation, the more urgent — but never preachy — the message.
Where sun protection is especially important, AOK shows up physically: At Southside, the largest music festival in the region, roaming sunscreen bars hand out protection to the traditionally quick-to-burn visitors. Prevention becomes a service experience.
Additional reach and credibility come from a collaboration with comedian and creator Serdar Karibik. In a tongue-in-cheek street interview in downtown Stuttgart, he educates passersby about effective skin protection — approachable, never patronizing.
| Production | HAWKINS |
| Media | DIEMEDIAFABRIK |
