Over the past 20 years, skin cancer cases in Sweden have increased by 100%. A concerning trend that Apotek Hjärtat wanted to help break. But how do you get sun-loving Swedes to reconsider their sun habits? You open the world's most skin-friendly travel agency and give away trips to Sweden's shadiest destinations!

We opened the travel agency Skuggresor and guided Swedes to Sweden's ten least sunny locations according to SMHI (Swedish Meteorological and Hydrological Institute). We created skuggresor.se and wrote engaging content and travel guides for Sweden's shadiest gems. We also distributed travel catalogs in Hjärtat's pharmacies, pitched media angles with local skin cancer statistics, and advertised our new travel agency nationally in both the subway and on social media.

The campaign reached a total of 23.3 million people. And the trips? Surprisingly, they sold out in less than a day.