Outdoor workers are up to three times more likely to develop skin cancer, yet sun protection in the workplace is still far from standard practice. We therefore shifted the focus from outdoor workers to their employers. With PR as the driving force, we built ‘Suddenly, you have skin cancer’ in phases: from nationwide media coverage and personal stories to sector-specific activation, the Sun Covenant and the new Protect the Outdoor Worker Week. In doing so, the campaign grew into a long-term movement that mobilized more than 200 new employers to make sun-safe working a permanent part of their organization.