# Shocking Anti-Tanning PSAs The Canadian Dermatology Association PSA is Frightful By Jordan Sowunmi | Published 2011-06-29 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/canadian-dermatology-association-psa References: [adweek](http://www.adweek.com/adfreak/dont-cook-yourself-toaster-waffle-iron-or-tanning-bed-132993) & [facebook](http://www.facebook.com/CdnDermatology) The latest [Canadian Dermatology Association PSA](https://www.trendhunter.com/trends/canadian-dermatology-association) is an attempt to remove the glitz and glamor associated with indoor tanning, known colloquially as the "fake and bake," tan. Thanks to shows like Jersey Shore and changing beauty aesthetics, indoor tanning has become more prevalent over the last few years, much to the chagrin of [skincare specialists](https://www.trendhunter.com/trends/periodic-fable). This Canadian Dermatology Association PSA aims to attack the strongly widespread notion that indoor tanning is safe, and does so by showing a series of calm and intent young women burning themselves by sticking their hands in toasters or placing their head on grills. The ad was developed by Ottawa-based ad agency McMillian. **Implications** - One of the most effective ways a non-profit organization can generate interest in their movement is by developing advertising that relies heavily on [shock-value based humor](https://www.trendhunter.com/trends/skin-obsessed). By attracting the eyes of the public through advertising so distressing it is almost considered a publicity stunt, the organization stands a better chance of scaring consumers into learning more. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 35% | Activity: 56% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) ## Key Themes ### Key Themes Behind This Trend - **Shock-value Advertising:** Non-profit organizations can leverage shock-value based humor in advertising to generate interest in their movement. - **Changing Beauty Aesthetics:** The prevalence of indoor tanning is influenced by changing beauty aesthetics. - **Safety Awareness Campaigns:** Safety awareness campaigns can challenge widespread notions and promote safer alternatives. ### Where This Applies - **Advertising:** The advertising industry can capitalize on shock-value based humor to attract attention to campaigns. - **Beauty and Skincare:** The beauty and skincare industry can adapt to changing beauty aesthetics and offer safer alternatives to indoor tanning. - **Non-profit Organizations:** Non-profit organizations can develop safety awareness campaigns to challenge misconceptions and promote their cause. ## Related on Trend Hunter - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Sun Awareness Campaigns](https://www.trendhunter.com/trends/canadian-dermatology-association.md) - [Sun Safety Movements](https://www.trendhunter.com/trends/burn-lines.md) - [Creative Sun Safety Installations](https://www.trendhunter.com/trends/sun-safety-installation.md) - [Haunting Tech Safety PSAs](https://www.trendhunter.com/trends/centre-for-child-protection.md) - [Printed Sunscreen Posters](https://www.trendhunter.com/trends/sun-safety-poster.md) - [Empowering Skincare Campaigns](https://www.trendhunter.com/trends/skincare-campaign-1.md) - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Heroic Sunscreens](https://www.trendhunter.com/trends/evil-ray.md)