Beiersdorf launches Nivea Sun campaign to raise awareness of UV radiation

Beiersdorf has announced the launch of a new international awareness campaign to educate consumers of the effects of ultraviolet (UV) radiation and the importance of sunscreen.

Coordinated by its Nivea Sun brand, the campaign will draw on the work of British artist Thomas Leveritt, who has utilised UV cameras to demonstrate visually how sunlight changes the skin, as well as how suncare products can help to prevent this.

Mr Leveritt was able to reach more than 14 million on YouTube with a previous video he released in August 2014, and has now agreed to work directly with Beiersdorf to bring the message to a much wider global audience.

As well as communicating an important public health concept, the campaign will help to underline Nivea Sun's status as the number one sunscreen brand in the world.

Sylvia Latimer, vice-president for Nivea Skin Care at Beiersdorf, said: "Our studies have shown that many consumers don't use sunscreen because they have no idea about the effects UV light has on our skin and how sunscreen products work."

Earlier this month, the company published its finalised financial results for 2014, during which it achieved organic group sales growth of 4.7 percent, with Nivea brand sales rising by 6.2 percent.