How to get people to check their moles? By setting a good example. Boring? Not when you use an
unexpected yet dramatically cute role model like puppies. We chose Dalmatians… for their beauty
spots. We designed an integrated campaign around the ABCDE Method, a referent dermatological
skin-checking tool, leveraging a strong insight 'you do more for the health of the people you love
than for your own health' and using a family of Dalmatians as ambassadors, with the objective to
recruit an 'army' of Skin Checkers.
Creative Execution
The campaign began with a seeding and teasing phase on social media and amongst digital
influencers. On the day of the launch, the video was released and redirected users to the Skin
Checker landing page where they could : watch the full version of the video, find information about
skin cancer, share the word with friends, follow the progression of the campaign on an interactive
map, book their appointment to a free skincheck with a dermatologist and most importantly :
discover, read and download the ABCDE method.
At the same time, POS material, press articles and print advertising also redirected people towards
the landing page and the ABCDE method.
So far, this integrated campaign has been rolled out in 32 countries, in 20 languages and through
more than 7 different media.
Around 20 million skin checkers have been recruited through social media despite a limited media
budget. With more than 14 million views and counting, the video drove massive traffic to the
campaign's landing page and generated conversations with an average of 1 tweet every 5 minutes,
for 7 months. In some countries, the sharing rate of the video went up to 21,40% on Facebook.
This campaign got a lot of attention on the web and increased the number of Facebook fans by 20%
(+ 300 000). Hundreds of articles on blogs and in the press talked about the campaign, and the
video even made it to the most viewed morning show in Australia!
Instead of playing on fear or dramatizing this public-health issue, we adopted a different approach,
tapping into a universal insight : 'you do more for the health of the people you love than for your own
health'. In order to get the message through to the widest possible audience, we told people: 'If you
care for somebody, have a look at their beauty spots'. And we gave them the tools and information
to do so. We made skin checking easy and accessible to everyone.
The result: a warm, caring and modern campaign, with a purpose… just like La Roche-Posay.