The Brief

Knowing that young girls often visit sunbeds with an older female influencer (e.g. sister, aunt, mother, friend) and having a relative that uses sunbeds is a strong predictor of use, as part of wider strategy Cancer Research UK commissioned a marketing agency to design an influencer campaign.  

The influencer campaign had several aims, the main being to actively engage older influencers to influence young sunbed users’ attitudes and behaviours to ultimately decrease the number of the target audiences reporting sunbed use (both influencers and influenced).

Having developed options for the campaign name, logo, promotional concepts and branding, Explain pre-tested the influencer campaign with the key audiences aged 16 to 44, to inform its further development by the marketing agency before its launch nationwide.

The Approach

Focus groups were used to engage respondents in in-depth discussion around their histories of sunbed use, motivations and attitudes, and to show them a range of options for the campaign from which to draw critical feedback as to its anticipated effectiveness.

The subject made for lively discussion and respondents identified both strengths and weaknesses of the proposed plans for promotion, methods of communication, the overall look and messaging of the influencer campaign.

As part of the groups moderators described the marketing plan as well as presenting respondents with a range of visuals to help them imagine the concept in a real life setting, allowing them to give constructive comment on how to improve the propositions in line with their perceptions. Detailed discussion of the potential for attitude and behaviour change was also a focus, having reviewed the influencer campaign materials respondents were asked to reflect on the anticipated impact on themselves and others they know using sunbeds.

The Outcome

Following delivery of the findings report Cancer Research UK met with the marketing agency and discussed how to best develop the influencer campaign in light of the respondent insight. The results revealed strong preferences from the target audiences with regards to the key messaging and branding especially, and a new campaign name and logo were developed to reflect this. Plans were made for promotional activity that appealed to the target audiences and communication methods chosen to reflect their feedback.

The influencer campaign was launched in the autumn of 2011 including a tour or promotional activity across the country. To assess its impact and effectiveness an evaluation is planned to follow in Spring 2012.  

Sunbed User Campaign Test


Client Information

Overexposure to UV light from the sun and sunbeds is the leading cause of skin cancer, and the majority of cases could be prevented. With the ultimate aim to persuade people not to use sunbeds at all, Cancer Research UK were awarded with funding in 2011 from The Department of Health (England) to develop and implement an influencer campaign.