Over 20 people a day get killed by skin cancer. On of the most common causes is over-exposure to the sun. Friends of Cancer Patients started up an ambient campaign to raise awareness that staying too long in the sun can be deadly.
Together with J. Walter Thompson (JWT) they’ve made beach towels shaped like coffins and distributed these among the public. At first a lot of people found it shocking, but at the end the message came through.
This campaign reminds of one of Playboy (naturally with a total different message..) and another one fighting skin cancer.
Even beach towels can be super efficient for advertising..