MELANOMA LIKES ME
Now, whenever you’re in the sun, so is melanoma.
We created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities. A unique algorithm found and responded to popular hashtags and geo-located images. It sent millions of tailored messages, straight to our hard-to-reach audience; right when it could make the most difference. By clicking on the profile they could check for melanomas and learn about prevention.
A sincere thanks GPY&R Brisbane for bringing our idea to life.
CREDITS:
GPY&R Melbourne and Brisbane
Copywriter: Ellen Fromm
Art Director: Isabella Caruso
Creative Director: Andrew Thompson
Chief Creative Officer: Ben Coulson
RECOGNISED AT:
D&AD - 2x Graphite Pencils, 4x Wood Pencils
CANNES - 1x Silver, 3x Bronze, 2x Finalists
ANDYs - Grandy for Good, 1x Gold
SPIKES ASIA - Grand Prix for Good, 3x Gold, 1x Silver, 1x Bronze
AWARD - 4x Gold, 1x Silver
ONE SHOW - 2x Gold
NEW YORK FESTIVALS - 1x Second Prize, 2x Third Prize
WEBBYS - Finalist
LIA - 1x Gold, 1x Silver, 1x Bronze
BADC 2015 - Best of Show
ADNEWS 2016 - Best Use of Data & Best Use of Mobile
Directory Rankings 2015 - Innovative Campaign (#4) Direct Campaign (#11)