Sun-Sorted! Activation at LIV Golf UK by JCB: a success story
09.08.24 | Michelle Baker
The Melanoma Fund put sun safety firmly on the agenda during three sun-drenched days at the JCB Golf and County Club in Uttoxeter in late July. LIV Golf UK by JCB drew huge crowds this year, who took advantage of sunboards + sunscreen which were placed around the championship course, and our Sun-Sorted! stand featuring an innovative UV photography booth, creating a fun, interactive centrepiece in the bustling Fan Village.
The Sun-Sorted! stand was created for us by 160/90, and featured a high-tech UV photography setup that allowed visitors to see how their usual sunscreen application measured up under black light. The booth was staffed by a technician skilled in managing the technology and a dedicated team of staff and volunteers from the Melanoma Fund, who guided visitors through the experience and discussed their results.
To draw in the crowd, we distributed goodie bags, provided sun safety advice, and employed mascot-suited staff to add a playful touch to our messaging. This made sun safety both educational and entertaining for all ages.
Visitors had the chance to see the effectiveness of their sunscreen through vivid black light images, revealing areas where sunscreen was missed or worn off. For those who weren’t wearing sunscreen, we provided samples and demonstrated correct application techniques. Each participant received a free bottle of Hello Sunday SPF50 serum, a UV reactive wristband and left with practical tips and resources to protect themselves effectively from the sun.
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Engaging and educating
The stand was a hit with attendees, who having had their image take, then viewed their results on an interactive screen, and walked away with a paper printout of their image. We engaged with around 500 individuals, including adults, parents with young children, curious teens, women, event workers, and security staff from the local police force.
Key activities
• UV booth experience: Visitors were invited to see first hand how well their sunscreen worked.
• Sun protection advice: Conversations around application, sunscreen products, prevention of skin cancer and how to improve habits.
• Interactive quiz for children: Children who participated in the online Sun-Sorted! quiz received a free bubble wand, with 20 handed out in total.
• Golf club competition: Our ‘keepie-uppie’ contest, where a fourball voucher for the London Golf Club was up for grabs, drew enthusiastic participation. The winner’s impressive 900+ bounces was a highlight!
The team from Solex were on hand to discuss the common barrier to sunscreen use among golfers: the greasy grip! Over 80% of attending golfers admitted they were hesitant to reapply sunscreen due to concerns about a slippery or greasy club handle. Showcasing Solex’s innovative foam applicator as a hands-free solution that avoids this issue, they discussed how golfers, and others who value their grip in sport and outdoor recreation, can protect their skin without compromising their performance or safety.
Key learnings and insights
Our activation provided valuable insights into sunscreen application habits:
• Sunscreen neglect: Approximately 30% of attendees weren’t wearing sunscreen, and around 10% declined to apply it even when offered, primarily among men.
• Missed spots: Commonly missed areas included hairlines, around the eyes, and ears. Most visitors completely neglected their arms and nearly all admitted to not using sunscreen on their legs.
• Application challenges: Men often experienced discomfort with sunscreen application on their faces, due to the way they applied the product, rubbing it into faces, which led to eye irritation.
• Women tended to apply sunscreen primarily to their faces, often neglecting their neck and décolletage, where sunburn and skin damage are common.
• Children frequently missed spots due to rubbing off or inconsistent application.
• Parents who modelled good sunscreen use helped improve overall application practices for their offspring, as well as providing a strong message around the importance of application.
Michelle Baker, CEO of the Melanoma Fund, stated: “Collaborating with LIV Golf UK by JCB this year provided a fantastic platform to enhance sun protection awareness. Engaging with outdoor enthusiasts allowed us to have meaningful conversations and gather crucial data on sunscreen application. This information will be instrumental in shaping our campaigns and advice for the coming year. The sunny weather and consistently high UV Index made our efforts even more relevant and impactful.”
Looking Ahead
The experience at LIV Golf UK by JCB has provided the charity with valuable data, lessons, and insights. The positive response from attendees, along with the realization that more work is needed around awareness, attitudes, and behaviour concerning sun protection, reinforced the importance of our mission. Moving forward, we’ll use these insights to refine our messaging and improve future activations.
Thank you to LIV Golf UK by JCB for their support and to everyone who visited our stand. Together, we’re making strides in sun safety and skin cancer prevention for all who enjoy an active outdoor lifestyle. For more information on sun safety, stay updated on our work and how we can appear at your future events, contact us at info@melanoma-fund.co.uk or follow the Melanoma Fund on social media, or visit www.melanoma-fund.co.uk