Hidden danger

In Georgia, tanning is a cultural obsession. This obsession runs so deep that people frequently use dangerous, homemade chemicals to accelerate the tanning process, resulting in severe, sometimes life-threatening burns. Tragically, there are even documented cases of children suffering these horrific injuries.

Simultaneously, skin cancer rates in the country are growing rapidly, with hundreds of new cases diagnosed annually. Despite these alarming statistics, the perception of a "healthy tan" remains strong.

That's why PSP, one of the nation’s largest pharmacy networks, stepped in. We launched a poster campaign to remind the public that there is no such thing as a "safe tan," and that stepping into the sun without SPF poses a severe, hidden, and potentially lethal risk.

We crafted a digital poster showing a shark's fin cutting through the ocean surface, a classic symbol of hidden danger at the seaside, but the whole composition is actually a close-up of human skin texture; "the horizon" is a tan line, and the "fin" is a deadly melanoma.

The poster transforms a biological risk into a universally recognized symbol of threat. It was displayed on digital monitors across PSP pharmacies, with a simple warning: ‘Avoid hidden danger,’ and informing the public that not using SPF in the summer raises the possibility of skin cancer.