British Skin Foundation takes home Joy of Digital Award for ‘The Burnable Billboard'

The British Skin Foundation is June’s Joy of Digital Award for ‘The Burnable Billboard’ – a dynamic DOOH campaign that uses real-time UV data and AI to demonstrate the effects of sun exposure on unprotected skin. 

Created by Wonderhood Studios, the campaign ran across Ocean Outdoor screens in London, Southampton and Manchester. Each screen responded to live UV levels to deliver a striking, contextually relevant message – turning passersby into instant audiences for an urgent health warning. 

“It’s smart, reactive and seriously hard to ignore – delivering a powerful message just when people need it most,” said Joy, Chief Digital Cheerleader and Chair of the Joy of Digital Awards. “A DOOH campaign that proves public service messaging can be punchy, purposeful and perfectly placed.” 

The campaign arrives at a crucial moment. Cases of melanoma – the most serious form of skin cancer – are at a record high in the UK, with rates doubling since the 1990s. Against this backdrop, it delivers not just attention but action: each site includes a QR code that links to practical sun safety advice, helping people take immediate steps to protect themselves. 

The visuals were developed using AI trained on dermatologist-approved data, ensuring the transitions were both accurate and impactful. 

The Joy of Digital Award celebrates imaginative, innovative digital campaigns that push boundaries and bring big ideas to life online.  Find out more about the Joy of Digital Award and past recipients here.