Deliberately protect yourself from the dangers of melanoma
An awareness campaign for patients and health care professionals
A creative storytelling concept based on 3 strategic pillars
Starting with International Melanoma Day (2 May), MSD wanted to launch an awareness campaign aimed at both (potential) patients and healthcare professionals (oncologists and dermatologists). The message: raise awareness, raise awareness, raise awareness. The goal was twofold:
1. protect yourself and scan your skin regularly;
2. provide extra protection for your skin during the holidays.
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…
- Today brands create content every single minute of the day and have a thousand ways to communicate that they are in tune with their customers' changing needs and desires. But a great content strategy is not about a series of one-shots, and it’s not about ‘doing video’ or ‘going social’ either. If you really want to capture people's attention and turn it into a lasting relationship with your brand, you need to make a genuine connection. Sabrina Bulteau, Strategy Service Line Director at iO Brussels, helps you well on your way in your new adventures in content marketing.
Why good digital design mattersAs we live in a society where ‘always-on’ is more than just a buzzword, brands can’t afford to bore people. People will only listen to you if you deliver a great experience, and as a brand you have to speak to their needs, their experiences and their humanity. You need to put yourself in their shoes: what do they love and hate? By doing so, you stand a better chance of getting them involved in your message and making them feel moved.
Smarter innovation through Design ThinkingResearch demonstrates that companies that shape products and services, in a co-creative process with their end users, can benefit from as much as a 32% higher revenue growth than their competitors, over 5 years. It’s little wonder that Design Thinking — a solution-oriented methodology, in which issues are defined directly from listening to the needs of the end user — is gaining ground. Bas van Dun and Dylan Fanego, digital strategy consultant and UX designer at iO, explain: "Sometimes the solution does not lie in the app or website that you initially had in mind".
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