Rates of melanoma have increased in the 170% since 1990 in the UK. Primarily caused by UV exposure the campaign used OOH to show up exactly where people are most at risk: outside. We focused the media buy on poster sites near sportsgrounds, and parks, where people would be enjoying the sunshine, to raise awareness of the issue. The campaign led to a 970% increase of traffic to the Melanoma Fund website and a series of major new sports body partnerships for the charity.