Australian UV Awareness Campaign Features Vehicle Upholstered in Synthetic Skin

A public health campaign in Australia uses a vehicle reupholstered with synthetic skin to demonstrate the risks of ultraviolet exposure while driving. The initiative, developed by agency TBWA\Eleven, addresses research showing that 70% of Australians mistakenly believe they are protected from the sun inside cars, with 39% incorrectly thinking car windows block harmful UV rays. Creative director Simon Hayes described the approach as making an invisible daily risk visible in a striking manner. The project involved collaboration with Odd Studio, a prosthetic and creature effects studio recognized with Oscar and BAFTA awards, and received medical guidance from Dr. Joanneke Maitz, a surgeon-scientist specializing in burns and reconstructive surgery at Concord Hospital in Sydney. To accurately represent UV impact, Odd Studio employed the Fitzpatrick Scale to depict various Australian skin tones, applying individual freckles, moles, and hairs to create a realistic, human-like interior rather than a theatrical one. Some moles were designed to resemble potentially cancerous growths, subtly reinforcing the health message. Dr. Maitz emphasized that many people are unaware that cumulative UV damage can occur in vehicles without immediate visible burning, posing risks comparable to outdoor exposure under high UV conditions. The campaign included displaying the modified car at Circular Quay in Sydney and distributing Sun Spot UV stickers through mycar Tyre & Auto, which change color upon detecting UV radiation to alert drivers. Production involved Bolt and director Daniel Reisinger.