Melanoma Fund’s “Silhouettes” shines a light on the need for sun protection in sports

The “Summer of Sport” takes a new, foreboding definition through The Melanoma Fund’s “Silhouettes” campaign, which spotlights the risks of outdoor sports without proper sun protection.

Created for the charity by Neverland, the initiative uses striking out-of-home and social media activations depicting unprotected moles morphing into melanomas that echo the familiar shapes of a footballer, swimmer and cyclist.

The campaign seeks to raise awareness about melanoma, a highly curable yet deadly cancer, causing over 2,300 deaths annually in the UK.

The campaign’s visuals were shot by award-winning photographer James Day and designed in collaboration with skin cancer surgeon Mr. Siva Kumar to ensure authenticity.

Hollywood make-up artist Melanie Lenihan created and applied the prosthetics to athletes Rosie Muggeride, Christian Lawal, and Daniel Whittaker, all of whom have personal connections to melanoma.

The campaign sought to take a fresh approach to an important topic in a way that can help change perceptions about sun protection and skin checks, especially in the UK where sunscreen use during sports is often neglected.

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