Stay Golden, Not Crispy.

Sunscreen promotionThe "Stay Golden, Not Crispy" campaign promotes sun safety among young adults (18–35) in Singapore, emphasizing the risks of intense UV exposure due to the country's equatorial location. It uses a three-tiered strategy involving social media collaborations, stadium video ads, and free sunscreen dispensers in high-traffic outdoor areas to make sun protection accessible and engaging. The campaign highlights the long-term benefits of sunscreen use and seeks to overcome potential barriers through influencer-led messaging, fear appeals, and relatable content. Evaluation methods include social media engagement metrics, surveys, and observational studies of sunscreen dispenser usage. The ultimate goal is to embed sun safety into daily routines, reducing the risk of sunburn, premature aging, and skin cancer.