A viral awareness film for the Danish Cancer Society and TrygFonden’s national Sun Campaign.
We confronted Denmark’s widespread use of tanning beds among teenagers despite strong awareness of UV risks. Fronted by Mascha Vang and seeded online under provocative teaser titles, the film revealed a shocking ending with the message “Tanning can kill you. Turn it off.”
Released in the early peer to peer era before the dominance of Facebook, YouTube, Instagram, or TikTok, the film spread purely through sharing and drove more than 10 million clicks to a Myspace hub within six months, including 1.6 million Danish views and over 9 million international impressions.

The traffic launched the campaign’s second chapter, a UV themed song and music video about the dangers of tanning created in collaboration with KNA Connected titled “Lad det stege”.