For many people, the fun of summer can be quickly dampened by a severe burn.

The plight of sunburn is particularly bad in Scandinavian countries: According to the World Cancer Research Fund, Norway and Denmark had the third and fourth highest rates of melanoma last year, respectively.

Among women, Denmark had the highest rate.

Since 2017, both The Danish Cancer Society and safety nonprofit TrygFonden have been working with Copenhagen agency & Co. to change these alarming rates by educating the public about the importance of protecting themselves in the sun.

Through a platform called “Help a Dane,” the agency has created a number of oddball campaigns that encourage Danish people to be more careful when they jet off to countries like Thailand and Greece (for instance, last year & Co. made a number of wacky music videos on the topic).

While the effort appears to be working—according to & Co., 63% of Danes said they remembered sun protection after seeing the campaign—the organizations are now setting their sights on kids to make sure that parents are doing their part to keep their children safe.

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