

CAMPAIGN FOR MALIGNANT MELANOMA
We created a TV commercial and a "collectible" postcard that was distributed on the beach. To break down the sunbather’s “denial barrier” and raise awareness about the dangers of sunbathing, the front side of the card featured a teaser: a relationship that starts with caresses might end up with bruises. (The word “bruise” – melania in Greek – shares the same root as "melanoma.")
Initially under the impression that the campaign was about domestic violence, recipients turned the card over to find the message: “Protect your affair with the sun. YES to its caresses. NO to malignant melanoma.” The back of the card provided information about malignant melanoma, including guidelines on the best hours for sun exposure and how to properly apply sunscreen.