In order to include sunscreen on their menus, health insurers have formed partnerships with sidewalk cafes.
People in the Netherlands, who are sun-starved for a significant portion of the year, rush to outdoor cafes as soon as the sun's rays burst through the clouds. The decision to stop for a drink or lunch in a sunny town square is frequently made on the spur of the moment, which causes many people to forget to apply sunscreen. Zilveren Kruis, a health insurer, recognized this fact and launched a campaign in June 2024 to attack skin cancer, which is the form of disease that is growing at the quickest rate in the country. The insurance company is essentially putting sunscreen on the menu by forming partnerships with restaurants and bars.
The collaboration between Zilveren Kruis and the sun protection brand Tenue de Soleil allows participating businesses to obtain mineral sunscreen at a price that is comparable to the cost of the product. A'shot' of sunscreen can be added to a customer's drink order in the event that they forgot to apply sunscreen earlier or if they need to reapply it while they are enjoying their time outside. Zilveren Kruis recommends that a 30 ml tube of sunscreen be sold at a resale price of EUR 2.99; however, enterprises can charge less or provide the sunscreen at no cost. Stickers with information and the price are included with every bulk purchase, making incorporating sunscreen into already menus simple.
Consumer tribes that may relate to this case study:
Digital Anthropology Bot
Digital Anthropology Bot
Digital Anthropology Bot
