If you're one of the many Irish people with naturally fair skin, you'll know how important it is to apply sunscreen when heading to the beach.
However many of us disregard sunscreen or products with SPF unless the sun is really beating down on us. This latest ad campaign from NIVEA shows just how important it is to protect our skin from sun exposure at all times.
The though-provoking short film, created in partnership with artist Thomas Leveritt, uses UV cameras to show the damage that over-exposure to the sun's harmful rays can do to our skin.
It also shows the amazing job that sunscreen does by protecting us from those rays.
So next time you're out in the sunshine – take care, and take care of others too! Watch the short film here: