Dark side of tanning media campaign
If you think tanning gives you a healthy glow, think again.
- Tanning and sunburn are skin cells in trauma.
- One damaged skin cell can start a melanoma growing.
- A melanoma need only be 1mm deep to spread to other parts of the body.
Even if a melanoma is cut out, it can appear months or years later, often in your lung, liver or brain.
 View the 30 second TVC |
 View the 30 second TVC |
The Dark Side of Tanning campaign aims to reach adolescents and young people and to hit home about the deadly nature of melanoma, which is one of the most common cancers in young Victorians. By graphically representing the damaging impact of overexposure to ultraviolet (UV) radiation, the campaign aims to increase awareness of the dangers of sun baking and tanning by challenging the misconception that a tan does no damage.
There is no such thing as a safe tan – whether from the sun or a solarium. Tanning is a sign of your skin cells in trauma and the more your skin is exposed to UV radiation, the greater your risk of skin cancer.
Every year in Australia over 1,830 people die from skin cancer, which is tragically the most preventable of all cancers. Malignant melanoma is also the most common cancer among Australians aged between 12 and 24.
Research has shown that girls are more likely to deliberately tan compared to boys, however boys are more likely to get sunburnt as they spend time outside in peak UV times and are less likely to use sunscreen. Dark Side of Tanning seeks to change these behaviours.
About the campaign
By highlighting the severity of melanoma SunSmart is working to reduce pro-tanning attitudes and turn the tide of option in favour of the natural look for this summer. By increasing everyone's understanding of the risks of unsafe exposure to the sun, we can encourage more people to use a range of sun protection measures when required.
Campaign history
The campaign first ran in Victoria in 2009–10, successfully challenging pro-tanning attitudes and reporting behavioural change in the target audiences, with young people reporting that they were less likely to get a suntan after watching the TVC and more likely to increase their level of sun protection. Results also suggest that while tanning continues to have widely positive associations, the campaign has contributed to the understanding that tanning is not healthy.
The Dark Side of Tanning campaign was developed by the Cancer Institute NSW. The SunSmart program (Cancer Council Victoria) implemented the Dark Side of Tanning campaign in Victoria during the summer of 2009–10, with funding from the State Government and VicHealth.
The campaign is running again in the summer of 2010–11.
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