As desirable as it is to look as though you've just spent the day lounging at the beach, indoor tanning and health is an issue that is continually ignored in the pursuit of beauty. In order to raise awareness that a single tanning session increases risk of melanoma by 20%—a skin cancer that claims the lives of 10,000 Americans each year—this stunt was set up, promising people a 'Free Killer Tan.'
In the cold of winter, a fake tan shop was set up in Manhattan, where people were tempted into thinking they could go in for a quick bronze. Instead of being greeted by the regular setup, the room was set up with a tanning bed coffin and people attending a mock funeral for the would-be tanner. The awareness-raising campaign comes from Mollie’s Fund, a NFP melanoma awareness organization.