Skin Cancer Campaign
Brief
The survival rate for skin cancer in white people is 91% compared to a 65% in black people. This is due to skin cancer either being misdiagnosed or diagnosed at later stages on black skin because the signs are more difficult to identify on black skin and also improper medical knowledge. The challenge was to develop a campaign focused on raising awareness towards melanoma on black skin specifically, and encourage an increase in diagnosis.
Process
The first step was gathering as much information on melanoma and black skin. This information included the signs and symptoms, common misconceptions, why misdiagnosis happens, and how to identify the signs yourself. I wanted to keep the focus on awareness rather than prevention. Since the brief was sponsored by black and brown skin I utilized a color palete based on images from their website.
Concept
The finished campaign focuses on delivering facts and statistics about melanoma and how it relates to black skin, as well as pointing out areas where it’s more common to appear on black skin as opposed to other skin types. Each campaign display has a call to action, urging viewers to check their skin and also visit blackandbrownskin.co.uk for more information. There is also the hashtag #maintainmymelanin which can be shared on social media. These displays are positioned in locations relevant to the target audience such as billboards, magazines where the main viewership is black people and displays in high-foot traffic areas.
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