64.8 MM Americans 18+ run or walk outside but only 1 in 4 use sunscreen. Banana Boat, in partnership with Walgreens, was on a mission to rethink the traditional approach to suncare education. Instead of leveraging fear tactics, we tapped into consumers passions to build an emotional connection. The program, Run More. Burn Less., delivered targeted messaging in contextually relevant ways before and during running/walking-related activities providing inspiration and sun care education. By targeting runners and walkers around their outdoor passion, we were able to engage them with meaningful, relevant information and offers that helped prepare them to fully enjoy fun in the sun.