Germany – Most beachgoers are accustomed to flags alerting them to unsafe swimming conditions, but UV rays – one of the most threatening risks on the beach – rarely receive the same level of attention. Now, creative agency Heimat Berlin is partnering with German Cancer Aid on a flag and microsite that warns beachgoers of the risks of sun exposure in real time.
The new warning system, which has been dubbed Watch Out at the Beach, notifies beachgoers about how harsh the UV rays are. Whenever the flag is flown, sunbathers are prompted to consult the corresponding UV-Index chart, which is positioned at the flagpole’s base. There is also a QR code that grants access to a microsite with more resources and warning about the UV rays. ‘The flag design is simple, bold and eye-catching. It should alert people to the possible risks of the sun from the first minute they see it,’ says Tom Hauser, executive creative director at Heimat Berlin.
With temperatures soaring all over the world, and people visiting the beach to seek respite from the heat, it’s more important than ever for consumers to protect their skin. This campaign shows how companies and governments can design responses to the climate crisis.
Warning systems like these shouldn’t just exist at the beach but in cities too, where pollution and smog compound the dangers of UV rays. Consider how your company can help protect urban consumers against sun exposure