Melanoma Institute Australia launch outdoor skin cancer campaign

JCDecaux Innovate partnered up with Disciple and Melanoma Institute Australia in a new outdoor campaign that asks viewers to take a closer look and catch skin cancer before it is too late.

The announcement:

Melanoma_Institute Campaign_image_2_High_ResJCDecaux Innovate have partnered up with Disciple and Melanoma Institute Australia, on a new outdoor campaign that asks viewers to take a closer look and catch skin cancer before it’s too late.

The custom one panel build, presents viewers with an image of a seemingly healthy young women, suffering from stage I Melanoma. Viewers are encouraged to look through a peep hole in the first panel to reveal a second visual of what stage IV of the disease can look like (an image alarmingly similar to the first).

“The scary thing about melanoma is the fact that people who are diagnosed are usually unaware that anything is wrong (as they feel great)”, said Pete Defries, Art Director from Disciple. “Even patients with a life-threatening stage IV melanoma can still look and feel healthy. That’s what makes this cancer so frightening.”

“With an increasing number of Australians spending time outdoors, it has never been more important to focus on skin safety in this country”, said Danni Robinson, JCDecaux Innovate Manager. “As a leading outdoor advertising company, JCDecaux Australia are proud to partner with Disciple and Melanoma Institute to create a unique and innovative campaign. Hopefully this will prompt Australians to literally take a closer look at their skin through regular checks with Melanoma Institute Australia.”

The Innovate panel will go live in Sydney from 6 – 12 May, 2014.


JCDecaux Innovate

Creative Agency: Disciple

Client: Melanoma Institute Australia

Source: JCDecaux Innovate media release


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