McCann Erickson’s Hoax Website Entices Sunbed Worshippers

McCann Erickson’s newly launched hoax website for skin cancer charity Skcin, promising people they can use their computer screens and special technology to bronze themselves, has attracted 30,000 hits in the first 24 hours.

The campaign, to raise awareness of the dangers of skin cancer, offers the public the chance to top up their tans using “revolutionary new technology” via the fake ComputerTan.com site. The site switches to images and facts about skin cancer linking to the Skcin website, after displaying a screen full of UV bulbs offering a free tanning session.

The campaign is being supported by print and outdoor ads, street leafleting, PR and digital seeding via influential bloggers. A 20 second ad is also running on CBS Outdoor's digital network on 75 of London Underground’s cross track screens.

Simon Hill, new business director at McCann Erickson, said: "This campaign was designed to engage those most at risk of developing skin disease and those most difficult to talk to via conventional advertising. The fact that so many people fell for the ComputerTan hoax demonstrates the frightening truth that getting a tan - regardless of the risk - is still appealing for many people."

- Sam