Most of our vitamin D comes from the sun, but overexposure can lead to skin cancer. During Sun Awareness Week, we helped Calypso Sun turn that balance into practical sun safety advice: use SPF30 or higher at the start of sun exposure and apply about 35ml to cover the whole body, including the areas people forget. We combined radio interviews with on-air competitions to put the brand and its range in front of listeners. The broadcast PR campaign secured 26 items of radio coverage, 16 interviews and 10 on-air competitions, reaching 3.5 million people, including Radio News Hub, BBC Radio Humberside and BBC Radio Lancashire.
26Items of coverage (16 interviews and 10 on-air competitions)
3.5 millionCombined reach
1h 44mTime on air
Coverage highlights
Radio News HubNational news network
BBC Radio HumbersideBBC radio
BBC Radio LancashireBBC radio
The story
Calypso Sun, Sun Awareness Week
The aim
Calypso Sun wanted to educate the public on sun safety during Sun Awareness Week and showcase the Calypso Sun range.
The message
Most of our vitamin D comes from the sun, but overexposure can lead to skin cancer. Use SPF30 or higher at the start of sun exposure and apply about 35ml to cover the whole body, including forgotten areas.
The angle
Pitched during Sun Awareness Week on the importance of sun safety: getting enough vitamin D from the sun while avoiding overexposure that can lead to skin cancer.
The result
26 items of coverage (16 interviews and 10 on-air competitions) reaching 3.5 million, including Radio News Hub, BBC Radio Humberside and BBC Radio Lancashire.
About Sun Awareness Week
Sun Awareness Week is run each May by the British Association of Dermatologists. It aims to cut sunburn, excessive tanning and sunbed use, and to help people spot the signs of skin cancer. It opens a summer long sun safety campaign. The 2026 week ran from 11 to 17 May. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Sun Awareness Week for 2027?
Sun Awareness Week usually runs in May; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
