KNVB x La Roche-Posay

Client

KNVB

Year

2025

Service

Reporting

Main Image

KNVB x La Roche-Posay

Client

KNVB

Year

2025

Service

Reporting

Main Image

KNVB x La Roche-Posay

Client

KNVB

Year

2025

Service

Reporting

Main Image

Smeren = Winnen: From Awareness to Healthier Sun Protection Habits

Smeren = Winnen: From Awareness to Healthier Sun Protection Habits

Smeren = Winnen: From Awareness to Healthier Sun Protection Habits

How do you make sun protection a natural part of sports culture? That was the shared challenge for the KNVB and La Roche-Posay. The KNVB uses sport as a platform for societal impact, while La Roche-Posay is committed globally to preventive skin health. The Smeren = Winnen campaign was developed by the KNVB and La Roche-Posay. More2Win was brought in to make the campaign’s societal impact measurable and visible. We looked not only at the campaign’s reach, but especially at whether the activation actually contributed to changes in knowledge, attitudes and behaviour.

How do you make sun protection a natural part of sports culture? That was the shared challenge for the KNVB and La Roche-Posay. The KNVB uses sport as a platform for societal impact, while La Roche-Posay is committed globally to preventive skin health. The Smeren = Winnen campaign was developed by the KNVB and La Roche-Posay. More2Win was brought in to make the campaign’s societal impact measurable and visible. We looked not only at the campaign’s reach, but especially at whether the activation actually contributed to changes in knowledge, attitudes and behaviour.

From campaign to measurable impact

Dutch people spend a significant amount of time outdoors each year while playing and watching amateur football. Yet sun protection is still not a standard habit at most football clubs. While many people know that UV radiation can be harmful, this knowledge does not always translate into behaviour. The challenge was therefore clear: how do you ensure that sun protection not only receives attention, but also becomes part of everyday behaviour at football clubs?

 

More2Win developed the impact measurement strategy for the partnership and mapped the societal value of the campaign. Central to the activation were sunscreen dispensers at amateur football clubs. To properly measure their impact, we developed a research approach that assessed reach and usage as well as changes in behaviour.

 

The impact measurement consisted of:

  • Monitoring reach and usage, including the number of participating clubs, dispensers and applications;

  • Pre- and post-measurements among different types of amateur football clubs;

  • Qualitative focus groups with club board members, coaches, players and volunteers.

Gallery Image
Gallery Image

What changes at the club?

The campaign shows that sport can be a powerful platform for making healthy behaviour the norm:

  • 98 amateur football clubs participated in the campaign.

  • 123 litres of sunscreen were used, resulting in more than 188,000 applications.

  • 40% of participants indicated that they probably would not have applied sunscreen without the dispenser.

  • 70% became more aware of the importance of sun protection as a result of the campaign.

  • At clubs that started the activation, the number of people actively encouraging each other to apply sunscreen increased by 45%.

 

The research also showed that football clubs participating for a longer period demonstrated consistently better sun protection habits. This underlines that lasting behavioural change takes time and that long-term partnerships can play an important role in making that change happen.

 

The insights gathered also provide concrete opportunities for further scaling. If all Dutch amateur football clubs were to participate, this could result in more than 5.7 million additional sunscreen applications.

 

Curious about all the results and insights from the impact measurement? Download the Smeren = Winnen factsheet and discover what the campaign achieved.