A screenshot from one of the videos with the presenter on the left behind a desk and the sunburnt choir on the right

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Danish Most cancers Society

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Presenter Mikael Bertelsen relays the message in 5 languages – every time the choir merely sings “ow ow ow ow ow”

A Danish most cancers charity is asking residents of overseas vacation locations to look out for pale-skinned guests who could also be vulnerable to sunburn, and has launched a playful marketing campaign to lift consciousness.

The Danish Most cancers Society is spreading its “Assist a Dane” message by way of a multilingual series of videos parodying a government-style announcement. Each sees TV presenter Mikael Bertelsen solemnly deal with the folks of France, Greece, Italy, Spain and Thailand in their very own languages, whereas flanked by a choir of sunburnt and swimsuit-clad Danes. The 5 nations are the highest locations for Danish vacationers heading overseas.

“We Danes love your nation, however there’s a downside,” Mr Bertelsen says. “The sturdy solar is dangerous to our delicate pores and skin and day-after-day a Dane dies from pores and skin most cancers. We all know you may have quite a bit in your plate, however we respectfully ask on your assist. Assist a Dane within the solar.”

Backed by some dramatic string music, Mr Bertelsen then demonstrates how locals may help their paler guests. Remind them to hunt the shade of solar umbrella, put on a hat and sunscreen, he says, whereas rubbing some SPF-30 into the shoulder of a shirtless Danish man.

The marketing campaign’s web site invitations folks to enroll as “ambassadors”, for which they will obtain “a particular thanks” and a information on find out how to assist a Dane within the solar. Marketing campaign Supervisor Thomas Koefoed tells the BBC that that greater than 9,000 folks from the 5 nations have signed up as ambassadors, far exceeding preliminary expectations. “We’re touched by their willingness to assist,” he says.

Whereas the advert’s tone is clearly supposed to be amusing, it is backed up by some severe statistics. Denmark has one of many highest cancer rates on this planet, partly resulting from excessive analysis charges but additionally due to life-style elements. The Danish Most cancers Society notes that estimated annual pores and skin most cancers instances are nearly double the quantity in France, when variations in age distribution are taken under consideration.

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Danish Most cancers Society

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Every video is tailor-made to the native viewers – a charred pizza exhibits Italians how way more prone Danes are to burning

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