Brand: Melanoma Canada

3x more people die every year from Melanoma skin cancer than drowning. So, we turned an icon for beach safety into a reminder for sun safety. BurnWatch is an innovative outdoor activation that flips lifeguard towers to face the beach - redirecting people's attention from the sea to their skin. Instead of lifeguards, we had burn guards who could spot signs of sun damage and direct people to our mobile screening unit for a free skin cancer check.