Over the last couple of years, the construction industry has been bombarded with negativity. Already seeing the word, you’re probably thinking “oh god no more, please!”

I get it… it’s not like it’s new news, and in contrast, according to our Horizon Report for this year, construction marketers are reporting favourable growth figures, new approaches to campaigns, shifting the focus for investment, and even the industry itself has recent announcements from key building materials manufacturers that they’re ready to meet demand and increase capacity over the coming decade.

All that aside though, one person in the marketing agency world was faced with the worst possible negativity – skin cancer.

Joint Managing Director of Pablo, London, Hannah Penn was diagnosed with melanoma shortly after the birth of her second child. Thankfully, she made a complete recovery. But apart from the wonderful and selfless advice she’s offered online to other would-be victims to this horrendous disease, Hannah also used her experience to create something positive for the construction industry, more specifically – those construction workers who spend every day outdoors.

Creatively driven response

Not only did Hannah make a full recovery from the deadliest form of cancer, but she used the experience to think of others and leveraged Pablo’s creativity to bring to the fore the dangers of sun exposure. Particularly to those in the construction industry.

UV-U-SEE is the initiative I refer to, highlighting the importance of skin protection, and setting a new standard in health and safety on construction sites.

Research conducted revealed a very sobering statistic.

That’s insane.

So, Pablo created the UV-U-SEE holistic skin protection system. A collection of ‘tools’ to give construction workers the advantage over the sun’s damaging rays when busy working on-site.

The initiative is designed to inform and generate a change of behaviour, bringing sun protection and vigilance into focus. Chief among which is the ‘The Higher Vis Vest’, a standard safety vest with an integrated UV-U-SEE silicon logo filled with a long-lasting UV-sensitive material – which turns from white to red depending on the intensity of UV rays, reminding workers to apply sun cream and take precautions.

Full on-site system

Complementing the Higher Vis Vest, Pablo worked with LifeJacket Skin Protection (manufacturers of high-performance skin protection used by pro athletes, sports teams, and the military) to provide a UV-U-SEE sun cream. On-site sun cream dispensers were also designed and created – and made visible at sun cream stations on-site by the way of the Brand’s new heat map-style graphics and brand-centric typography.

Changing policies

So significant was the UV-U-SEE Initiative, the Considerate Constructors Scheme, the industry benchmark for on-site health and safety, is committing to updating their Code of Considerate Practice to include the provision and education for skin protection².

In the words of Pablo, “this will be a game-changing piece of policy, acknowledging that skin protection is currently a dangerous oversight, from an industry that prides itself on health and safety.”

For the full story and further information on this incredible game-changing work, visit the following:

https://www.pablolondon.com/work/uv-u-see

https://www.designweek.co.uk/pablo-london-designs-uv-reactive-gear-to-tackle-skin-cancer/

1. Research conducted by Pablo in conjunction with Considerate Constructors Scheme and The National Federation of Builders. Featured in Design Week, Issue May 14, 2025.
2. Pablo, London.

Branding, strategy, and imagery: Pablo, London