Neverland and the Melanoma Fund Highlight the Need for Sun Protection in Outdoor Sports

The Melanoma Fund today announces the launch of Silhouettes - a campaign highlighting the risks of taking part in outdoor sports in summer, without adequate sun protection. The work was created by Neverland and is being supported by Clear Channel Outdoor.

Despite being almost 100% curable at stage 1, melanoma is one of the deadliest types of cancer, with over 2,300 deaths each year in the UK alone. The campaign aims to raise awareness of the importance of checking and protecting your skin whilst taking part in outdoor sports.

Launching at the start of a massive summer of sports, the campaign features unprotected moles that have grown into melanomas. Their silhouettes mirror the shape of a footballer, swimmer, and a cyclist and are shown in areas of the body where melanoma is typically found in each skin type.

Three of the Melanoma Fund’s Sunguard ambassadors and sporting influencers took part in the shoot: Rosie Muggeride, Christian Lawal, and Daniel Whittaker, each of whom has a personal relationship with melanoma. 

The images were shot by award winning photographer James Day, who worked closely with a skin cancer surgeon to ensure the work was as authentic as possible. Hollywood make-up artist, Melanie Lenihan, was also brought on board to create and apply the prosthetics to each athlete.

Clear Channel have donated a large-scale OOH run to support the campaign, which will also be going out across the Melanoma Fund’s social channels, which includes Instagram, Facebook, and X.

"We understand the cause-based landscape of melanoma is cluttered with the same messaging and visuals, so we needed to do something different,” said Michelle Baker, CEO, Melanoma Fund. She continued, “The headline and visual combination invites people to take a second look, transforming what may be dismissed as just a mole into a recognisable sports figure. 

This campaign highlights the real dangers of sun exposure, particularly for those in the UK who often overlook the importance of wearing sunscreen while engaging in their chosen sports. Our aim is that this powerful message cuts through to revise perceptions around sun protection and skin checking." 

Andy Clough, joint ECD, Neverland said, “Both my dad and I have survived skin cancer, so I felt compelled to continue the great work Neverland has done raising awareness for the Melanoma Fund.” He continues “With a summer of sport ahead, more people will be inspired to go outdoors. Getting them to simply check and protect their skin could potentially save them from skin cancer.”