CLIENT:
American Academy of Dermatology
Campaign Theme:
“Skin Sentence”
GOAL:
The campaign’s aim was to raise awareness among a broad target about the unseen dangers of sun exposure.
Via ultraviolet camera technology, the underlying effects of what’s concealed became clearly visible. The simple messaging stressed vigilance, common sense, and an open dialogue with one’s doctor.
DELIVERABLES:
Print executions
RECOGNITION:
Graphis Advertising Annual 2004, Print Regional Design Annual 2003
HEAD:
Proof that a tan never fades
COPY:
A special ultraviolet camera makes it possible to see the underlying skin damage done by the sun. And since 1 in 5 Americans will develop skin cancer in their lifetime, what better reason to always use sunscreen, wear protective clothing and use common sense.
HEAD:
The fate of sun worshippers—revealed
COPY:
With a special ultraviolet camera, one picture exposes just how much sun damage lies beneath the skin’s surface. And since 1 in 5 Americans will develop skin cancer in their lifetime, make sure to examine your skin regularly and report any unusual changes to your dermatologist.
HEAD:
The tan you don’t see in the mirror
COPY:
A special ultraviolet camera makes it possible to see the underlying skin damage done by the sun. And since 1 in 5 Americans will develop skin cancer in their lifetime, what better reason to always use sunscreen, wear protective clothing and use common sense.