The high street health and beauty retailer and the news brand team up with England defender Dan Burn for a campaign that turns the nation’s most neglected patch of skin into the story of the summer
In partnership with The Sun, Boots is running a sun safety campaign across the news brand, fronted by England and Newcastle United defender Dan Burn and supported by Macmillan Cancer Support. The target is the back of the neck, the strip of skin that 82% of Brits forget to apply sunscreen to, despite spending hours outdoors in conditions that do real damage.
This summer’s football tournament has collapsed neatly into peak sunburn season, pulling millions of people into pub gardens and park kick-abouts for hours at a stretch. Boots is using The Sun’s reach to meet that audience where it already is — in the sports pull-outs, during the weeks when outdoor exposure is highest and sun protection is most likely to be an afterthought. New research from Boots finds that four in five UK adults have already burned the back of their neck, and one in five do it every year.
Burn, named in England’s tournament squad, is the campaign’s central figure. For the duration of the summer, he becomes Dan “Won’t” Burn across Boots’ Instagram and TikTok — a defender on and off the pitch.
Soltan Clear & Cool Protect Suncare Mist SPF50+, exclusively available at Boots, is the campaign’s product anchor. For every bottle sold during the tournament, Boots will donate 50p to Macmillan Cancer Support. The partnership also extends to early detection: Boots is offering 20 per cent off the mole scanning service operated by ScreenCancer until 19 July, positioning the campaign as much around checking your skin as protecting it.
