YOUR SKIN REMEMBERS
LA ROCHE-POSAY
When a pitch-winning idea turns into a public-health awareness campaign.
Remember when your mum told you to lather up and wear a hat but instead, you buckled down on getting a tan? Well, your skin does.
Most people know that a red raw sunburn isn’t healthy. But hardly anyone seemed to know that harmful UV exposure adds up over time, rain, hail or shine.
To help reduce Australia’s staggering skin cancer rates, we needed to change its relationship with UV rays and cast accumulated sun exposure as the real enemy.
We developed demographically-targeted stories to share across OOH, BVOD, socials and print – all prompting Aussies to get their skin checked, free of charge. The campaign was incredibly impactful and resulted in 1,500 skin checks conducted within the first week of it going live.
