Melanoma Canada is aiming to educate beachgoers about the staggering statistics surrounding its namesake disease with a new playful campaign that carries a sobering message: “There’s no such thing as a safe tan.”

This is according to Athina Lalljee, creative director at McCann Canada, who worked on the new campaign – called “BurnWatch” – that aims to educate Canadians about the risks they’re taking when they dwell too long in the sun without proper protection.

Fueled by data that shows more than 80,000 cases of skin cancer are diagnosed in Canada annually (with 80 to 90% of those caused by UV radiation), the campaign brings a lighthearted tone to a serious issue.

“People don’t realize that although they want to go to the beach and get some colour, overexposure to UV rays could effectively kill you,” Lalljee adds. “So this is a fun way to raise awareness about that, and with Melanoma Canada, the campaign isn’t just about handing out sunscreen – they also have a Mole Mobile screening unit that follows [the] ‘BurnWatch’ [campaign] wherever it goes, so people are able to actually get their skin checked and speak with a doctor.”

The campaign, which offers a clever nod to the classic TV series Baywatch, launched in July with the first of several planned outdoor activations at Port Dover Beach. As part of the activation, the non-profit placed lifeguard towers in the water, staffing them with “Burn Guards” trained by dermatologists to alert beachgoers when they need to reapply sunscreen.

The organization has also launched an online test on its campaign microsite through which interested Canadians can get certified as “Burn Guards” themselves, while visitors can also watch several “fun and digestible” sun safety training videos, says Lalljee.

The activation is supported by social, digital OOH, TV and PR messaging, all of which will run through to September 4. In addition, a training video is being airdropped to people at beaches across Canada. According to Josh Stein, chief creative officer with McCann Canada, this year’s launch of the campaign establishes a platform from which the non-profit can continue the conversation.

“The idea has longevity baked into it, especially with what we’re dealing with on an environmental level,” he explains. “There is a need for an idea like this to get people to think about how to properly protect themselves, and it’s going to be ongoing. We think we have an idea that will stand the test of time. It’ll be great to see how it evolves.”

Along with the creative, McCann handled media and PR for the campaign. The Deli helped with production.