UV risk and protection.
Mycar Tyre & Auto are highlighting the possibility of sunburn behind the wheel in a campaign via TBWA\Eleven Australia.
“The idea was to make the invisible UV risk we take every day visible in an unignorable — and frankly, unhinged — way,” said TBWA creative director Simon Hayes.
92% of Australians say they consider themselves sun safe, 72% overlook sun protection while driving or riding in a vehicle, according to research commissioned by mycar Tyre & Auto.
70% believe they are protected from the sun while in the car, despite standard windows not fully blocking harmful UV rays, while 39% incorrectly believe car windows block those rays altogether. In practice, 65% do not apply sunscreen before driving.
The Sunburnt Car is a vehicle completely reupholstered in synthetic skin designed to visibly react to UV exposure.
“Our incredible partners took the craft to the next level, ensuring every part of the synthetic skin reflected exactly what happens to human skin when exposed to UV,” said TBWA creative director Archana Murugaser.
The campaign was developed in partnership with Odd Studio and informed by Dr Joanneke Maitz.
“Many Australians do not realise that UV exposure in the car creates damage over time, and it can be just as harmful as time spent outdoors if UV levels are high. Damage to your skin can happen without the visible effects of burning,” said Dr Joanneke Maitz.
“Although UVB, the main cause of visible sunburn, does not typically penetrate glass, UVA does, reaching deeper layers of the skin where it contributes to long-term DNA damage and ageing. Window tinting and treatments can reduce this exposure, but driving with windows or the roof open allows the full UV spectrum through.”
Mycar Tyre & Auto chief customer officer Adele Coswello said At mycar, our commitment extends beyond tyres and vehicle servicing — we genuinely care about our customers.
“Our research showed in-car sun exposure is an area where more awareness is needed,” said Coswello.
“Australians spend significant time behind the wheel driving on average 12,000kms a year, behind only the US and Canada, and our research showed this is an area where more awareness is needed. Sunburnt Car was created to bring that message to life in a way that could prompt action.”
The campaign also features Anne Gately, author of Sunburnt and a stage IV melanoma survivor, as an ambassador for the work.
“As someone who survived stage IV melanoma, I know firsthand how easy it is to underestimate the sun and what it takes to truly protect yourself,” said Gately.
“The Sunburnt Car makes this danger visible and tangible, and I stand behind a project that could genuinely save lives by reminding Australians that sun safety is not optional.”
Credits
Client: mycar Tyre & Auto - Head of Marketing: Cynthia Fernandez
Agency: TBWA\Eleven Australia
Production: Bolt
Director: Daniel Reisinger
Special make-up and creature effects company: Odd Studio
Print production: Kwik Kopy
