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CANCER

VIDEO: Hilarious ad campaign asks suntanned locals to help pasty Danes

The locals in popular southern holiday destinations have been called on to protect the "delicate skin" of the sun-starved Danes.

Published: 9 February 2017 08:54 CET
VIDEO: Hilarious ad campaign asks suntanned locals to help pasty Danes
The ads feature a group of badly sun-burnt Danes. Screenshot: Kræftens Bekæmpelse

Seated behind a desk in what could be government office or embassy, Danish TV presenter Mikeal Bertelsen tells the people of Spain, France, Greece, Italy and Thailand that “Denmark needs your help.”

Reading a missive in each of the five local languages and seated next to a cadre of badly-sunburnt Danes, Bertelsen asks the locals to help protect the Danish holiday makers, who in their desperate search for warmth often forget to take the proper precautions to protect against the sun. 

Illustrating the problems using local delicacies like a French croissant or Spanish paella alongside a burnt version with a Danish flag, the videos explains the problem.

“The strong sun is harmful to our delicate skin and every day a Dane dies of skin cancer,” Bertelsen reads. “We know you have enough on your plate but we respectfully request your support – Help a Dane in the sun.”

“Tens of thousand of Danes travel from the cold dark north to your beautiful beaches and when they see a ray of sun they abandon all precaution and roast in the sun hour after hour.”

He then urges the suntanned locals to “remind us, whether on the beach, visiting tourist sites or at the market, that we should put up a parasol, where a hat, or put on sunscreen.”

“Volunteer to help a Dane. In the name of the Danish people, Our sincerest gratitude.”

The campaign has been launched by the Danish Cancer Society (Kræftens Bekæmpelse) and safety foundation TrygFonden. The ads are available in Spanish, Greek, French, Italian and Thai for release in five of the top holiday destinations for Danes.

The campaign, “Help a Dane” was created by Copenhagen agency NoA & Co., for the Danish Cancer Society which warns that Danes have one of the world’s highest rates of melanoma in the world.

Denmark has 19.2 cases per 100,000 people annually – slightly higher than its Scandinavian neighbours – and compared to 14.6 in the UK, 11.4 in Germany and Italy, 10.2 in France and 6.9 in Spain.

The Thai version, which has proved the most popular of the five on YouTube thus far, can be seen below, while the others – plus an assortment of helpful sun safety tips – can be viewed at helpadane.com. 

The hilarious campaign comes as another Danish video has taken the internet by storm, with broadcaster TV2's 'All That We Share' ad racking up tens of millions of views. 

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TOURISM

Danes flout travel advice to visit Swedish summer houses

Kirsten, a Dane from Copenhagen, has been spending her weekends at her wooden holiday house in the Skåne countryside throughout Denmark's lockdown -- and to the irritation of Swedes barred from travelling in the other direction, she is far from unusual.

Published: 7 July 2020 14:44 CEST
Danes flout travel advice to visit Swedish summer houses
Kirsten enjoying coffee on her terrace in Skåne. Photo: Richard Orange
“We chose not to follow the government's recommendation because we thought we have important things to do here and we don't socialize with our neighbours at this moment,” she explains when The Local visits her at her house near the village or Rörum in the Swedish holiday district of Österlen. 
 
“So we get out of Copenhagen and we stay at our own house and in our garden and don't talk to anyone. So we're even safer here than in Copenhagen.”
 
She points out that the head of the Danish Health Authority, Søren Brostrøm, had said from the start that closing borders had been a “political” decision, which had not been recommended by health experts.  
 
Since Denmark closed its borders on March 14th, Danish residents  have officially been advised not to cross the border into Sweden unless it is “strictly necessary”, even if the latest advice from the foreign ministry is that they do not need to quarantine. 
 
When Denmark opened the border to tourists from the Nordic countries on June 18th, it left every county in Sweden apart from Västerbotten off its list of “open regions”, meaning the travel advisory for Danes still applies to Skåne. 
 
The updated guidelines on July 4th expanded the list of Swedish “open regions” to Blekinge and Kronoberg. 
 
READ ALSO: 
 
 
But crossing the Øresund Bridge and driving out to southeastern Skåne been part of Kirsten and her husband's weekly ritual since they bought the house 15 years ago, and it's easy to see why they would be reluctant to leave the house and its beautiful garden untended. 
 
“I have to take care of my kitchen garden and my greenhouse,” she says pointing to an area — fenced in to keep out deer and wild boar — which is brimming with strawberries, rocket and unusual varieties of cabbage. 
 
“It would be two or three times as expensive to buy a home in Denmark,” she adds. “We come here all year round, so it's not just a summer house for us.”
 
For most of the lockdown period, no one really seemed to mind that Danes were visiting their holiday houses in Skåne and Småland. It was only when the lockdown was being slowly lifted that the sentiment suddenly changed. 
 
“They changed the rhetoric when one Sunday it took two hours to pass the bridge. And we were in that queue. And suddenly all hell broke loose in Denmark and everything was on the news and in the newspapers and companies had to send out new regulation warnings to their employees,” she says. 
 
“But before that, there was no problem. And we still see a lot of Danish cars on the streets and we know other Danes who also have chosen not to follow the regulations.” 
 
 
The couple nonetheless mostly kept their weekly trips secret. 
 
“I didn't tell anyone in the beginning,” she explains. “We have a doctor in the family that that could lose their job if they do not follow the recommendations.” 
 
She doesn't think that the flurry of newspaper article about Danes flouting the government's advice has had any impact on the number of Danes she sees crossing the bridge and back over the weekend. 
 
But some people have clearly stopped. At the nearby port of Ystad, Mia and Rune are taking the ferry to holiday in Bornholm rather than visiting their summer house near the Swedish city of Kalmar, as they have decided to follow the Danish government's recommendations.
 
“I have to follow the orders from Denmark, of course, but I think it's kind of funny that I can go to Bornholm, but I cannot go to my summer house in Sweden which is out in the countryside,” she said. 
 
“It's a little silly,” her husband adds. “If we can go the other way, they should be able to go our way as well.”
 
But Kerstin suspects that many of the cars she sees leaving Copenhagen on Fridays are not simply using Sweden as a bridge to cross over into Bornholm. 
 
“And if they are all going to Bornholm, some of them are taking a big detour because they head straight off on the road to Stockholm!” she laughs. 
 
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