RUNQI HE
SUNBED SUPPLEMENTS
MORAL CONFLICT BRIEF
How do we get Gen Z to keep using sunbeds, despite the risk?
PROBLEM
Regular use of sunbeds has a direct link to getting skin cancer.
INSIGHT
Sunbeds emit Vitamin D which is known to help prevent depression and is good for people who don’t leave the house.
IDEA
We want to recommend sunbeds to the parents of Chinese Internet-addicted teenagers who don't want to go out.
BRAND LOGO
‘日’means sun in Chinese and the shape of this letter also resembles the shape of a sunbed.
The yellow outline is a visual representation of how Vitamin D and sunlight benefit your health.
The outline represents the door, and bringing the sun indoors.
LAUNCH VIDEO
Chinese parents still purchase traditional Chinese medicine and herbs to boost their children’s immunity system.
So to capture their interest, we’ll create an online video that plays on traditional Chinese medicine store tropes, while promoting the use of sunbeds as a good Vitamin D alternative for their game-addicted kids.
SUNBED ONLINE VIDEO
(main video)
sunbed 30s-social video2
sunbed 30s social video
(30S social video)
CALL-TO-ACTION
We want parents to forward this video to their WeChat Group Chats (of more than 50 parents) for a chance to win a free one week sunbed experience, installed in your child’s room.
OOH BILLBOARD POSTER
Onground, we’ll also launch health sunbed posters near traditional Chinese medicine stores which parents frequent to purchase health tonics for their children, as well as near schools where parents will pick up their kids from.
(copy meaning: too much of this? less of this ? we have this!)
SUNNY CONSOLE
Parents can enter the time their children play on the computer, and calculate the amount of light they need and the time they need sunbed. This allows parents to better understand how Sunbeds can scientifically improve the health of their internet-addicted children.
