Turning Play into Protection

UV Tattoo to Learn is an award‑winning campaign developed for ISDIN in Spain that shows how creative media experiences can deliver both cultural relevance and commercial impact. Recently recognised with a gold for Innovation in Media by the Internationalist Awards, the campaign was created by Havas Play, with media strategy and activation led by Arena Media, and demonstrates how understanding real human behaviour, especially how children learn and engage, can unlock growth in a highly competitive category. 

In a category increasingly shaped by promotions, ISDIN set out to elevate its positioning by moving beyond price competition and reinforcing the value it brings to consumers. The brand needed to strengthen preference with families while staying true to its long‑standing mission of educating children and parents about sun protection. UV Tattoo to Learn delivered on both, turning a daily point of friction into an experience children actively wanted to be part of. 

Sun protection is widely understood by parents, but for children the danger remains abstract. UV radiation cannot be seen, and explanations are often disconnected from how children experience the world. The breakthrough insight was that learning happens through play and experience, not instruction. 

The solution needed to make sun exposure tangible and easy to understand, without interrupting summer routines or relying on warnings that children tune out. Protection had to become something children could see, feel and control. 

UV Tattoo to Learn transformed sunscreen application into a game inspired by The Three Little Pigs. Using UV‑reactive ink, the Big Bad Wolf appeared on the tattoo when exposed to sunlight and disappeared once sunscreen was applied. In one clear moment, cause and effect became obvious. 

The tattoo itself acted as both medium and message. Placed directly on the skin, it created an immediate, personal experience where learning happened naturally. Sunscreen was no longer a battle led by parents, but a choice driven by children, who wanted to protect the pigs and make the Wolf disappear. 

The campaign was activated across environments where health, education and family life naturally come together. Tattoos were distributed through pharmacies and schools, ensuring credibility and trust. Digital placements reached parents in context, while family creators demonstrated the experience at home. 

Shared viewing moments amplified impact, with film placements across television, cinema and streaming platforms allowing parents and children to experience the story together. Every channel played a role in one connected media experience, designed to fit easily into everyday life rather than disrupt it. 

The results were immediate and measurable. Pharmacies distributing the tattoo saw a 52.9 percent uplift in pediatric sun protection sales compared to those without. All 500,000 tattoos produced during the first phase were depleted within the first month, while earned media and organic social conversation significantly extended reach. 

The success of UV Tattoo to Learn has since driven a scaled rollout in 2026, with over one million tattoos, a new collaboration with Minions, and expansion into Portugal and Andorra. A clear example of how experience‑led thinking can turn creativity into growth.