MELANOMA LIKES ME

Short List
TitleMELANOMA LIKES ME
ClientMELANOMA PATIENTS AUSTRALIA
Product/ServiceMELANOMA AWARENESS
CategoryF02. Response/Real-Time Activity (incl. Crowdsourcing)
EntrantGPY&R Brisbane, AUSTRALIA
Entrant Company GPY&R Brisbane, AUSTRALIA
Advertising Agency GPY&R Brisbane, AUSTRALIA

Creative Execution

We created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities, in real time. An application linked to Twitter and Instagram web APIs was developed to search for posts from a library of popular hashtags and geolocations. The application aggregated these posts and notified our social media team in real-time so they could respond. Millions of tailored messages were delivered to our hard-to-reach audience, right when it could make the most difference. We also created a digital site allowing them to easily check their skin, showing if melanoma was creeping up on them.

The objective of the Melanoma Likes Me campaign was to reach people at the key moment they were exhibiting unsafe sun behavior. It was less about driving huge traffic to the website, but more about making them put on sunscreen and a t-shirt. We actually managed to do both. Over 2 million people received our messages during Summer. With an earned media value in excess of $5 million. The algorithm cost $430 to create. Unique Visits to the Skincheck mobile site Week One increased by 144% Unique Visit to the Skincheck mobile site during the Summer campaign increased by 1371%

Whilst many people think melanoma only happens to older people, in actual fact, more and more young Australians are being diagnosed with melanoma. It is the most lethal cancer for those aged between 15 and 30. So how do you convince young Australians to take more care in the sun? Definitely not by using mainstream traditional advertising methods, but by using social media instead. We created a Real Time Response campaign that spoke straight to young people at the time they were most in danger of causing their skin irreparable cancer damage.

Credits

Name Company Position
Ben Coulson George Patterson Y&R Chief Creative Officer - ANZ
Andrew Thompson George Patterson Y&R Executive Creative Director
Ellen Fromm George Patterson Y&R Copywriter
Isabella Caruso George Patterson Y&R Art Director
Rob Hudson George Patterson Y&R Chief Digital Officer
Grace Francis George Patterson Y&R Digital Producer
Fiona Caird George Patterson Y&R Group Account Director
Jake Pospischil George Patterson Y&R Digital Developer
Ross Benn George Patterson Y&R Designer
Links
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