Football jerseys are covered in sponsor logos. Even with football fever running high, being noticed is tough. But Boots’ logo is not on a football jersey; it’s on the back of Dan Burn’s neck.

The idea by Ogilvy UK is part of Boots’ summer sunscreen awareness campaign, with support from Macmillan Cancer Support. The back of the neck is one of the most commonly missed areas  when applying sunscreen. According to the brand’s new research 80% of adults have burnt the back of their neck in the past. For 21% it happens every year or more. 82% of those surveyed also admitted they don’t always apply sunscreen to their neck on a typical summer’s day.

The sponsorship includes Dan Burn changing his name on social media to Dan Won’t Burn to help share the message to football fans this summer.

With more than 9,000 men diagnosed with melanoma in England each year, it is an especially important message for men. They are three times more likely to develop the disease on the neck and scalp than women, and account for around four-fifths of all new cases of melanoma diagnosed on that area each year. Even still, Boots research reveals that less than 10% of men surveyed believe it is necessary to wear sunscreen on a cloudy summer day, with only 33% seeing it as essential when playing or watching sport outdoors.

The Back of the Neck campaign also includes a Boots offer of 20% off the Mole Scanning Service, operated by Screen Cancer, until  July 19. The UK service provides an assessment of moles and pigmented lesions by a dermatology specialist and can help identify any that might be suspicious and can be booked on boots.com with appointments available at 135 Boots stores across the UK.

Customers can also access sun safety advice and guidance on their local high street through a team of over 8,000 specially trained Suncare Advisors available in over 1,000 Boots stores. Lastly, until July 19, Boots is donating 50p to Macmillan Cancer Support for every bottle of Soltan Clear & Cool Spray SPF50 100ml to help support valuable research into cancer.