Experiential agency develops and produces “It’s All Sun & Games”, a family-focused brand experience for Beiersdorf’s NIVEA SUN and Cancer Research UK partnership.

IPM Members Haygarth have partnered with Beiersdorf UK to concept and produce this year’s NIVEA SUN and Cancer Research UK’s Sun Safety Tour, helping the brand take vital sun safety education directly to families at some of the UK’s biggest summer events.

The 2026 tour, titled “It’s All Sun & Games”, sees the NIVEA SUN Bus travel to high-footfall family festivals and outdoor events throughout the summer, inviting people to take part in interactive games, win prizes and learn simple, memorable ways to protect their skin and enjoy the sun safely.

The activation supports the 14-year partnership between NIVEA SUN and Cancer Research UK, which works to educate people across the UK on sun safety and challenge common myths around UV exposure. The campaign centres on three key behaviours: seek shade, cover up and apply sunscreen regularly.

Haygarth’s role spans the creative concept, experiential design and end-to-end production of the tour experience, translating NIVEA SUN and Cancer Research UK’s health messaging into an engaging, accessible format for festival environments. The activation has been designed to make sun safety feel simple, positive and easy to act on, particularly for families enjoying the outdoors.

The NIVEA SUN & Cancer Research UK Sun Safety Tour will appear at:

• 23–24 May – Birmingham Pride
• 29–31 May – Wychwood Festival
• 30 July–2 August – Camp Bestival
• 7–9 August – Bristol Balloon Fiesta
• 28–30 August – Victorious Festival

The tour comes as NIVEA SUN and Cancer Research UK continue to build on a partnership that began in 2012. According to Cancer Research UK, the partnership has raised more than £9 million for skin cancer research while helping millions of people stay safe in the sun.

Marcus Sandwith Haygarth CEO said:

“Sun safety is incredibly important, but the challenge is making the message feel relevant in the moments when people are actually out enjoying the summer. Our job was to help NIVEA SUN turn expert guidance into a playful, memorable and high-impact experience that families would want to engage with. ‘It’s All Sun & Games’ does exactly that: it brings education, interaction and brand experience together in a way that feels natural for the festival environment.”

Andrew Rawle, NIVEA Marketing Director, Northern Europe said:

“The NIVEA SUN & Cancer Research UK Sun Safety Tour is a powerful way to bring sun safety to life in the moments it matters most. Together with Cancer Research UK, the activation reinforces our long-standing commitment to sun safety education. As the UK’s No.1 suncare brand, we believe we have a responsibility to help people build lifelong sun-safe habits through simple, practical and memorable advice.

Haygarth has helped us create an experience that brings our partnership to life in an engaging, practical and easy-to-remember way, helping people enjoy the sun safely. We’re incredibly excited to see this come to life across the summer!”

The activation is the latest example of Haygarth’s work in creating connected brand experiences that combine shopper understanding, live engagement and behaviour-led creative.

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Skin care brand NIVEA has created ‘Shower Empowered’, an immersive ‘shower karaoke’ experience, as part of its partnership with Cancer Research UK’s Race for Life.

The campaign will drive awareness of NIVEA’s shower and body care ranges by engaging consumers in a fun, lively and celebratory experience, put together by creative agency Space.

To bring the campaign to life, Space has built a huge portable (water-free) shower unit and is inviting both participants and supporters to celebrate their achievements by getting into the shower and belting out a specially curated list of empowering songs – such as Cyndi Lauper’s Girls Just Wanna Have Fun and Queen’s Don’t Stop Me Now.

Participants will sing into microphones specially designed to look like NIVEA shower bottles while photographs are taken of their performances. After performing, everyone who takes part will receive a NIVEA sample bag and coupon. They will also be given a QR code flyer which they can use to find their photo from the experience.

Claire Marlow, brand manager at NIVEA, says; “Race for Life are fantastic events that raise money to help fund research into over 200 types of cancer. We wanted to add some extra celebration and feeling of empowerment for people taking part. And a mass shower karaoke felt like the perfect way to give participants and supporters a day to remember and the chance to sing their hearts out.”

David Atkinson, managing partner at Space, adds; “We’re all extremely proud to have created an experience that not only celebrates Race for Life but also enables the NIVEA brand to add to the day. The events are already a collective experience and our ‘Shower Empowered’ activation extends this.”

The first empowered shower took place at Crystal Palace on Sunday June 10^th, with people jumping into the shower after crossing the finish line. It will now travel to Race for Life events in Birmingham, Cardiff, Exeter, York, and Edinburgh. It will reach an estimated 30,000 participants this summer.

NIVEA has a long-standing relationship with Cancer Research UK through its sun cream brands. They first worked together in 2012 with the aim of raising millions for the charity’s life-saving research, specifically supporting skin cancer research. This campaign is the first time NIVEA’s broader range of shower and bodycare products have been involved.

Nivea is a personal care brand owned by the German company Beiersdorf Global AG.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards.

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Cancer Research UK is again challenging social drinkers to take a month-long break from alcohol with the return of its fundraising campaign, Dryathlon.

Dryathlon 2016 sees a new advertising campaign, created by Karmarama, which will appear across TV, radio, digital and social media. A specially-written song alongside animation will be used across the channels.

Echoing the fun and light-hearted tone of Dryathlon, the new campaign will encourage Dryathletes to still have a good time in January and be proud of being sober, positioning not drinking for a month as simply removing one vice temporarily from their life. There is still ample opportunity for fun, while at the same time raising money to help beat cancer.

Dryathlon kicked off in 2013 and focuses on the willpower required to go dry for a month. Participants, known as Dryathletes, undergo the dry challenge of 31 days without alcohol to raise money to beat cancer sooner.   They can do this through sponsorship from friends and family or pledging the money they have saved by keeping off the booze.

Anthony Newman, director of marketing at Cancer Research UK, says: “Dryathlon is back and we want it to be our biggest and best yet. Dryathlon is the original campaign that challenges the nation to put down their pints. Since 2013, it has raised over £17m for our work to beat cancer sooner – so the pressure is on for a brilliant fourth year in 2016.”

Newman adds: “To carry on this success, it’s essential Dryathlon continues to innovate and appeal, and I believe the new campaign will achieve this. It feels fresh, fun and builds on what we’ve learnt from previous campaigns, highlighting our message that Dryathlon is not about staying in but getting out and enjoying yourself.”

Since 2013, 170,000 Dryathletes have raised over £17 million for Cancer Research UK’s life-saving work.

Dryathlon will run from January 1st to 31st January 2016, with registration now open at dryathlon.org. Participants can take part on their own or as part of a team.

Cancer Research UK is the world’s leading cancer charity dedicated to saving lives through research. Its pioneering work into the prevention, diagnosis and treatment of cancer has helped save millions of lives. It receives no government funding for its and relies entirely on donations.

Karmarama is one of the largest independent marketing communications companies in the UK, with 300 specialists in advertising, direct, data, digital, content, social media, mobile and public relations. Karmarama works with global clients such as Honda, Nintendo and Costa Coffee internationally; in the UK, its clients include BT, Cobra, Iceland and Plusnet.

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