You may have seen the recent Loleia swimwear ad that gained media attention over the last week for showing a headline which appears to be sunburnt into a woman’s back.
Personally, I felt physically ill when I saw it.
It immediately, transported me back to a moment that fundamentally changed the way I viewed my career in the advertising industry. I had only recently, quite literally, cheated death—I had beaten stage IV melanoma. On that day six years ago, I was reviewing creative concepts for a travel insurance brand. As I studied the different executions for the campaign, one stopped me in my tracks. I had a visceral reaction. My mouth went dry. My hands shook. I began to sweat. I became emotional.
The focus of the ad was on a young man seeking a suntan—in fact, it glorified his pursuit of that tan.
Having been through what I had, I knew in that moment I could never approve that ad. At the same time, I realised that there was nothing stopping me or anyone else in the advertising industry from running an ad like that.
It was the moment I realised that my career in advertising, which I had absolutely loved, was contributing to Australia’ skin cancer issue.
Cancer Council has called for the advertising industry to stop the glamourisation of tanning, I wholeheartedly agree. But calling for change is just not enough. Systemic change needs to happen.
The International Agency for Research on Cancer has definitively stated that solar UV radiation causes skin cancer. It has declared UV as a Grade 1 carcinogen—that’s the same grading given to tobacco and asbestos.
We live in a country where skin cancer affects two in three people, kills more people than die on our roads and is the costliest cancer in the health budget at circa $1.4B p.a. Why then, don’t we have advertising guidelines that provide specific advice on sun exposure standards?
I know what it’s like trying to get a concept approved and produced—there’s differing opinions, budget constraints, production compromises and distinctive assets to consider. Who’s going to remember, if even inclined, to consider how an ad may be influencing sun exposure behaviour.
If change is to happen, the system needs to change—this issue needs to be addressed in the AANA Code of Ethics Practice Notes. Deliberate sunbaking should have a place right alongside other listed unsafe practices such as unsafe driving, bike riding without a helmet and hiding in a chest freezer. UV exposure should have its own subsection like body image and bullying to provide the nuance and guidance required.
We all know what we do in advertising has power and influence, that’s why advertising exists. But with that power comes responsibility—if only the Hippocratic oath ‘do no harm’ applied here.
The AANA Code of Ethics are currently under review and are taking community submissions. Together with NSW Cancer Institute, QLD Health, Skin Cancer Prevention QLD and Skin Cancer College Australasia we have developed a submission to address the issue of sun exposure—to embed change, not just ask for it.
So many companies and individuals in this industry do wonderful work (often pro-bono) helping to create awareness of skin cancer or encourage us to get our skin checked. I’ve shared my story and the facts about skin cancer at advertising agencies, I know you get this, that you want to make a difference to this issue. Inclusion in the AANA Code of Ethics and Practice Notes is the place to start in bringing about real change.
Anne Gately has had a career of over 30 years in advertising and marketing. She is a stage IV melanoma survivor, skin cancer prevention advocate and author of ‘Sunburnt. A memoir of sun, surf and skin cancer.’
