Vhi, as proud presenting partners of parkrun in Ireland, have since 2022 utilised our Vhi ‘More Than Running’ campaigns to successfully showcase the mental and physical health benefits of parkrun participation. In 2024, we adopted a fresh approach to educate the parkrun community on a serious health matter.
Skin cancer is the most common cancer in Ireland, with over 13,000 new cases diagnosed annually. Our survey of the parkrun community in May this year indicated Irish people underestimate the danger posed by the sun in Ireland, with 80% having been sunburned and only 4 in 10 taking protective measures every time they exercised outdoors.
We created the Vhi Sun Safe campaign to speak to parkrunners of all ages, providing education on the risks of sun exposure while exercising outdoors in Ireland and offering advice on how to mitigate those risks. Thus, the Vhi Sun Safe campaign was born.
We conceived a multi-channel communications strategy to ensure our campaign reached parkrunners of all ages. We worked with credible ambassadors and leveraged Vhi subject matter experts to deliver our campaign messaging. We created easy-to-follow educational social content to generate awareness and encourage positive behavioural change, and we distributed refillable suncream bottles to every parkrun in the country.
The results were phenomenal, with an 18% increase in the number of parkrunners using suncream, a twofold increase in understanding of the UV index and its importance, and 99% of the parkrun community saying they would continue to take protective measures at parkrun post campaign.
