The Hidden UV Risk Behind the Wheel: Mycar’s ‘Sunburnt Car’ Campaign
Australians are well-versed in sun safety when outdoors, but a latest campaign from mycar Tyre & Auto, developed in partnership with TBWAEleven Australia, highlights a dangerous oversight: sun exposure while driving. The campaign, titled “The Sunburnt Car,” aims to raise awareness about the cumulative damage caused by ultraviolet (UV) radiation penetrating car windows.
The Gap in Sun Protection Awareness
Recent research commissioned by mycar Tyre & Auto reveals a significant disconnect between Australians’ perception of sun safety and their actual practices. While 92% of Australians believe they are sun safe, a concerning 72% neglect sun protection while driving or riding in a vehicle. AdNews
The study also found that 70% of Australians mistakenly believe they are protected from the sun inside a car, and 39% incorrectly assume car windows block harmful UV rays. A substantial 65% do not apply sunscreen before driving.
Bringing the Invisible Danger to Light
To illustrate the invisible threat, TBWAEleven Australia and mycar created “The Sunburnt Car”—a vehicle completely reupholstered with a synthetic skin designed to visibly react to UV exposure. The car, launched at Circular Quay in Sydney, demonstrates the cumulative effects of UV radiation, showing the equivalent damage that occurs to human skin over time.
“The idea was to make the invisible UV risk we take every day visible in an un-ignorable — and frankly, unhinged — way,” said Simon Hayes, TBWA creative director. AdNews
Expert Collaboration and Realistic Representation
The campaign involved collaboration with Odd Studio, an Oscar- and BAFTA-winning prosthetic effects studio, and Dr. Joanneke Maitz, a surgeon-scientist specializing in burns and reconstructive surgery at Concord Hospital. Odd Studio meticulously crafted the synthetic skin to accurately represent different Australian skin tones using the Fitzpatrick scale, including realistic details like freckles and moles—some intentionally resembling potentially cancerous lesions—to reinforce the health message without exaggeration.
Dr. Maitz explained, “Many Australians do not realise that UV exposure in the car creates damage over time, and it can be just as harmful as time spent outdoors if UV levels are high. Damage to your skin can happen without the visible effects of burning. Although UVB, the main cause of visible sunburn, does not typically penetrate glass, UVA does, reaching deeper layers of the skin where it contributes to long-term DNA damage and ageing. Window tinting and treatments can reduce this exposure, but driving with windows or the roof open allows the full UV spectrum through.”
Mycar’s Commitment to Customer Wellbeing
Adele Coswello, chief customer officer at mycar Tyre & Auto, emphasized the company’s dedication to customer wellbeing. “At mycar, our commitment extends beyond tyres and vehicle servicing — we genuinely care about our customers. Our research showed in-car sun exposure is an area where more awareness is needed.” AdNews
Australians spend an average of 12,000 kilometers driving each year, placing them among the highest drivers globally, further highlighting the importance of in-car sun protection.
Amplifying the Message and Providing Solutions
The campaign features Anne Gately, a stage IV melanoma survivor and author of “Sunburnt,” as an ambassador. Gately shared, “As someone who survived stage IV melanoma, I know firsthand how easy it is to underestimate the sun and what it takes to truly protect yourself. ‘The Sunburnt Car’ makes this danger visible and tangible, and I stand behind a project that could genuinely save lives by reminding Australians that sun safety is not optional.”
Recognizing that 66% of Australians would benefit from a visual reminder, mycar Tyre & Auto is distributing 55,000 free UV-sensitive “Sun Spot” stickers at its 275+ locations nationwide and online. These stickers change color when exposed to UV radiation, prompting drivers and passengers to consider sun protection.
For more information about “The Sunburnt Car” campaign and to order a free Sun Spot sticker, visit mycar’s website.
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