Block Up is a campaign designed to make sun safety more relatable and impactful for New Zealand youth. The project uses dynamic visuals to connect with audiences in a direct and engaging way, moving beyond traditional educational approaches.

At the centre of the campaign is the use of a UV camera, which reveals the invisible effects of sun exposure and the protective qualities of sunscreen. This striking technique makes the unseen visible, turning an abstract concept into an immediate and memorable experience.

Through the use of ultraviolet footage and moving image, Block Up shows how design-led communication can make important health behaviours intuitive and visually compelling.