A challenge as important as raising awareness of Melanoma relies on leaning on the power of new creative narratives to drive change.

Enter brand strategy and creative agency Neverland, helping Kopparberg to launch a new football shirt with an ‘Ultraviolet Protection Factor’ designed to ensure that the shirt blocks 97.5% of all UV rays. 

The shirt was created for Kopparberg as part of its 2024 "Drink Responsibly This Summer" campaign which was created in partnership with the Melanoma Fund. The first wave of the campaign launched across TV and out-of-home in May.

A new survey commissioned by Kopparberg revealed that nearly a third of Brits (29%) have experienced sunburn while watching football live or in pub gardens, and 59% admit to sometimes skipping sunscreen at these events.

These insights underline the brand's commitment to helping fans reduce the risk of sunburn at the start of the UEFA European Football Championship.

The unique UPF40 football shirt will be handed out at selected pubs across England and Scotland to keep fans safe. It will also be given away through social media competitions across the tournament. Featuring a large UVF rating and UV colour scale on the back, the shirts aim to raise awareness of the importance of sun protection. 

Kopparberg will also be handing out SPF50 sunscreen samples and UV-reactive strawberry-shaped stickers that change colour when it's time to reapply.

Nancy Dales, Brand Manager at Kopparberg, explained: “Kopparberg and summer are a perfect match. So, with sunnier days approaching, raising awareness about sun protection is important. We were surprised to learn that almost 6 out of 10 Brits neglect applying sunscreen every time they’re at a live football match or screening in a pub garden, which will be huge this summer with the Euros. That’s why we've introduced our UPF40 football jerseys and a range of SPF products as part of our 'Drink Responsibly This Summer' campaign, through which we're not just offering delicious refreshment on sunny days but also protection, ensuring that every outdoor experience is both enjoyable and safe.”

Andy Clough, Joint ECD of Neverland, turned to a tried and trusted territory of footballing puns to explain the tie-up. He said: “There’s no VAR to call back UV rays, once the damage starts it’s tough to reverse. Now Kopparberg drinkers can stay protected watching the Euros, whilst looking pretty damn good too.”

While there has been a significant rise in purpose marketing cynicism in the industry, the partnership underlines the power of marketing to help tackle real-world problems. While sunshine in the U.K. may be unpredictable, the fatal impact of sun exposure is predictable and avoidable. 

Michelle Baker, CEO of the Melanoma Fund, explained: “Sunburn doubles the risk of melanoma, the most dangerous forms of skin cancer, which is largely preventable by practising proper sun safety like seeking shade, wearing protective clothing, and applying SPF30+ sunscreen.”

She continued: This is precisely why our partnership with Kopparberg is so important, highlighting these issues and responsible drinking along with sun-safe habits this summer.”