| Title | Beach |
| Agency |
Havas New York
|
| Campaign |
Protect Yourself - The Skin Cancer Foundation
|
| Advertiser |
The Skin Cancer Foundation
|
| Brand |
The Skin Cancer Foundation
|
| Date of First Broadcast/Publication |
2003 / 12
|
| Business Sector | Disease Awareness, Support Groups & Associations
|
| Tagline | Melanoma Kills |
| Story | Melanoma kills more than any other cancer. Protect yourself. Someone dies from melanoma every hour. |
| Philosophy | The agency's solution to this problem was to take the Skin Cancer Foundation's soleman message and infiltrate the light hearted contexts of its audience in order to create a powerful dialogue. Placing a representation of the most dire consequence of skin cancer, death, into a fun beach or a park scene, forces the audience to rethink the way they enjoy activities in the sun. It makes the audience think about such situations in a more responsible manner. |
| Problem | The Skin Cancer Foundation 's principal objective with this campaign was to send an impactful message to its audience conveying the fact that people actually die of skin cancer. Younger people in their teens, twenties and thirties tend to ignore the dangers of sun exposure in light of esthetic benefits and because of this, the incidence of skin cancer is on the rise. The end goal of the campaign is to promote safer sun exposer. |
| Media Type |
Poster
|
| Market | United States |
| Executive Creative Director |
Kevin Roddy
|
| Copywriter |
Bob Cohen
|
| Art Director |
David Cuccinello
|
| Photographer |
Megan Maloy
|
| Account Director |
Kim Slickein
|
