Tanning is out

The Canadian Cancer Society brings back backvertising.

Backvertising’s back on the beach and it’s thanks to the Canadian Cancer Society and its “Tanning is Out” campaign. Beach-goers on Kitsilano Beach in Vancouver may have noticed two lobster-esque people out for a tan with a message on their backs: “Tanning is out.” The goal was to educate people about the dangers of tanning and eliminate the idea that it’s cool. Obviously when you’re beet red, there’s a problem. The campaign was developed by Vancouver-based Giant Ant Media and included posters as well as other ambassadors who handed out water and bracelets.


advertiser: Canadian Cancer Society
agency: Big Ant Media