Case Study: Johnson & Johnson raises UV awareness with Rapport’s day-to-night billboard

Johnson & Johnson launches UV billboard campaign in 2 phases with Rapport

The customer, Johnson & Johnson, sought to educate consumers on the proper application of sunscreen and highlight the dangers of UV light for its Piz Buin brand. Their challenge was to communicate this message in an impactful and purposeful manner that would resonate with the public. The vendor, Rapport, executed an out-of-home campaign to meet this objective.

Rapport's solution was a highly innovative UV billboard. This special print installation used clear UV paint that was invisible during the day but became visible under overhead UV lights at night, transforming the ad's message. The result was a dramatic visual demonstration of sun damage, changing the strapline from "Get it On" to "Should've Got it On." This formed the centerpiece of a wider campaign that successfully drove awareness for the brand's first major UK above-the-line effort in over five years.

Johnson & Johnson