Despite the gravity of melanoma and the risk involved, MSD and iO decided against working with threatening images of doom, but rather to motivate the screening and protection phase in a positive way. Instead of scaring people off, we encouraged them to visit a dermatologist sooner in the event of irregularities and to get themselves tested sooner. After all, that is the most efficient way to detect malignant spots and prevent skin cancer (from getting worse).
Strategically, this vision was translated into three focal points:
TOUCH: start from a positive vibe with stopping power
EDUCATE: confront the audience and provide clear information and solutions
ACTION: always end on a positive note and with a call to action
Creatively, a striking storytelling concept was coined: 'The Lifesaver Tattoo'. In a video, we hear the gripping testimony of a patient who discovers a melanoma during a visit to the tattoo shop. But we also see the flower tattoo that lives along with the story — in good and bad moments. The pay-off sums up this symbiosis very well: 'Your skin lives with you. Have it checked regularly.’
To breathe life into the concept and the message, it was first distributed via video on YouTube and social media and then rolled out in numerous online and offline assets to (potential) patients and healthcare professionals: video, SoMe campaign, posters in the waiting room, e-mailing…
