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The billboard that burns in real time - so your skin doesn’t have to
The British Skin Foundation has unveiled a clever billboard that shows damage being caused to human skin in real-time, as the sun’s powerful UV rays shine onto the installation. It is designed to warn passers-by of the power of the sun in Britain and promote better use of sun protection.
Research shows that five sunburns over a lifetime more than doubles the risk of getting a melanoma, the most serious type of skin cancer.*
The British Skin Foundation’s innovative installation display uses AI technology and thousands of interpolated images. An AI model, developed in collaboration with a dermatologist, has been trained to produce realistic depiction of sun damage, across three different skin tones. Starting with images of healthy, undamaged skin, and working closely with a dermatologist, accurate key frames showing each stage of sun damage were created. The AI then accurately burns the skin in real-time, based on the live UV around the billboard.
Phil Brady, Chief Operating Officer, at British Skin Foundation says:
"Every year, the strength of the sun is underestimated here in the UK. The Burnable Billboard was created to demonstrate just how damaging and powerful UV rays can be. With harmful UV exposure linked to potentially life-threatening skin cancers, our campaign aims to highlight the importance of sun safety - and to encourage protective behaviours to become a part of everyday life."