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Cansa Melanoma

Cansa Melanoma | Cansa | FCB
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basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Market:South Africa
Style: Minimalism
descriptioncnen
BriefExplanation


Execution

People care more about spots on their cars than they do about little marks on their bodies. And so, to highlight the dangers of skin cancer, we made ‘Car Melanomas’ out of low-tac adhesive stickers and placed them on cars parked near busy beaches. The stickers looked like damage to the doors of cars. But when the worried owners lifted the stickers off, they found they were actually vouchers encouraging them to have a free skin test at a nearby pop-up CANSA clinic.
CampaignDescription

People care more about spots on their cars than they do about little marks on their bodies. And so, to highlight the dangers of skin cancer, we made ‘Car Melanomas’ out of low-tac adhesive stickers and placed them on cars parked near busy beaches. The stickers looked like damage to the doors of cars. But when the worried owners lifted the stickers off, they found they were actually vouchers encouraging them to have a free skin test at a nearby pop-up CANSA clinic.
BriefWithProjectedOutcomes

N/A
Strategy

- Grab people’s attention in a surprising but relevant way.- Make it as easy as possible for them to get their skin checked out. - Educate them about UV rays and cancer in a memorable manner.
Relevancy

The ‘Car Melanoma’ activation was part of a major CANSA (Cancer Association of South Africa) drive to create awareness around skin cancer. CANSA wanted to encourage people to make use of pop-up CANSA clinics near beaches and other places where people are exposed to the sun. Our idea allowed people to physically interact with CANSA on a one-to-one basis and in a relaxed environment. The activation made the process of having sun spots looked at a lot quicker and simpler than having to go the conventional route of making an appointment with a skin specialist.
Synopsis

SITUATIONSouth Africa has the second highest UV index in the world. 30% of all cancers in South Africa are skin related. The trouble is, South Africans love spending time in the sunshine, but they don’t spend enough time checking for sun spots on their skin. BRIEFRaise awareness around the dangers of skin cancer. Let people know it’s easily treated if detected early. Get people into the habit of having regular check ups on their skin. Highlight the role of CANSA in fighting skin cancer. OBJECTIVESGive people an opportunity to have their skin examined for free. Detect suspicious sunspots and make sure peopley get the relevant treatment. Impart information regarding the dangers of UV rays and how to protect yourself from them.
Outcome

RESULTS:- Over 78,000 people reached. - 169 Dangerous melanomas identified.
credit
Brand:
Agency:
Executive Creative Director:
Production Company:
Other credit:Entrant Company: FCB CAPE TOWN, South Africa
Group Head: Art Director, Dylan Davies, FCB Cape Town
Head of Copy, Alistair Morgan, FCB Cape Town
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Pro-Bono led Education & Awareness
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