Tradespeople tend not to be the most enthusiastic fans of sunscreens. But the very many who work outdoors should be. One of the most worrying reasons they didn’t use sunscreeen is the fear of being mocked by workmates.

British home improvement retailer, Wickes, is hoping that the idea of its agency, iris Worldwide, will change how tradespeople view sunscreen and help them to ward off the dangers of sunburn and skin cancer.

Wickes has teamed up with skin cancer charity, Skcin, to release a range of sunscreens that’s a little different than the rest. With each sunscreen variant coming in its own little “paint can” and the range presented in a “toolbox”, Wickes’ sunscreens mitigate the “not manly enough” stigma associated with sunscreen use.

The three variants are Brickie’s Bronze, Plasterer’s Pink and Apprentice White.

iris led the idea from concept, through to design, partnership and launch. “We’re using the powerful tool of humour to resonate with tradesmen to help overcome the barriers regarding wearing suncream and help make it as normal as a hard hat and steel-toe caps for the building site,” stated Simon Mannion, creative director at Iris.