The Real Price of a Tanning Bed
Every month, around 10 young people in Denmark are diagnosed with melanoma — the most common form of cancer among young adults. Using tanning beds increases the risk of melanoma by 60% for people under 35, and three out of four cases among tanning bed users under 30 can be linked directly to tanning bed use.
Despite this, tanning bed use among young people is rising. In 2023, 14% of 15–25-year-olds had used a tanning bed within the past year, with a sharp increase among young women. To challenge the belief that “it won’t happen to me,” we helped Kræftens Bekæmpelse (Danish Cancer Society) launch a campaign reframing tanning beds not as a harmless beauty choice, but as something with a very real cost.
The campaign unfolds in a dark, slightly surreal universe designed to grab attention and linger. It consists of a main film and a series of shorter films, rolled out across cinemas, streaming platforms and social media.
