THE CANCER COVER

ClientKK
Category A05. Media / Entertainment
TitleTHE CANCER COVER
Product/ServiceKK MAGAZINE
Entrant TRY REKLAME Oslo, NORWAY
Idea Creation TRY REKLAME Oslo, NORWAY
Media Placement TRY OPT Oslo, NORWAY
PR TRY RÅD Oslo, NORWAY
Production TRY REKLAME Oslo, NORWAY
Credits
Name Company Position
Caroline Riis TRY Oslo Copywriter
Eirik Sørensen TRY Oslo Art Director
Rebecka Taule TRY APT Motion Designer
Syver Lauritzen TRY APT 3D Artist
Frode Ekeberg TRY APT 3D Artist
Andreas Roel Vevle TRY APT Producer
Kristina Skogen Tangeraas TRY Oslo Consultant
Marianne Eskeland TRY Oslo Producer
Terje Johnsen TRY Oslo Graphic Designer
Kathrine Røst Nilsen Aller Strategic Advisor
Kim Jensen TRY APT Sound Designer
Robin Krüger TRY RÅD Advisor
Aliaa Neolle Hamza TRY RÅD PR Advisor
Linda Søraa KK Art Director
Ingeborg Helldal KK Editor in Chief
Stine Therese Strand KK Editor

Why is this work relevant for Direct?

To make sure Norwegians understood the dangers of unprotected sun exposure, The Cancer Cover turned important information into an actual tangible demonstration - creating a much stronger customer experience. By creating a magazine that in itself developed skin cancer, we got the message across directly in the hands of our consumers.

Background

Somewhat surprisingly, Norway is world leading when it comes to melanoma (type of skin cancer) - and almost 90% of the cases are connected to UV radiation. Due to the amount of cold and dark winter months, Norwegians tend to rush out into the sun as soon as it appears – and we stay in the sun until it disappears again. Because the sun is “weaker” than in warmer countries, we don’t think to take the proper sun protection precautions. To remind Norwegian women about the importance of protecting themselves in the sun, KK (Norway’s biggest women’s magazine) teamed up with Norwegian Cancer Society to create a special summer edition.

Describe the creative idea (30% of vote)

To remind Norwegian women about the importance of protecting their skin, we needed to reach them when they needed the reminder the most - in the sun. So we decided to use something most women take with them to the park and the beach. Norway's biggest women's magazine teamed up with Norwegian Cancer Society, and together they created a special summer edition: The Cancer Cover – a magazine where the cover model develops skin cancer when it lies unprotected in the sun.

Describe the strategy (20% of vote)

We found that the most effective way to reach people in the sun, was to utilize something they already brought with them into the sun. With KK being the biggest women’s magazine in Norway, we knew we had a creative platform that would reach our audience. We found a special UV-sensitive ink, and worked with the magazine to develop a cover where the cover model seemingly develops skin cancer when left unprotected in the sun. Finding a cover model with typical Scandinavian skin, we worked with the model, photographer and edition editor to make the layout and mole as realistic as possible. The result was an ad that didn’t just tell people about the risks of skin cancer, but worked as literal proof of the dangers of UV-radiation when lying unprotected in the sun.

Describe the execution (20% of vote)

Norway’s biggest selling women’s magazine replaced their July edition with a special sun edition. By printing the cover with a special UV-sensitive ink, the cover model develops skin cancer when left unprotected in the sun. As soon as the sun hits the mole on the model's arm, it starts to change shape - turning into malignant melanoma. We masked the message as an article headline, reading «Why it’s important to protect yourself in the sun”- and an arrow appeared as an direct link between the message and the mole. Inside the magazine, the readers were immediately exposed to an ad giving more information about melanoma and how to prevent it. We also directed them to a sun protection website. Throughout the magazine, sun protection and melanoma were the recurring theme in everything from editorials, interviews and helpful fashion features. A promotional film was also published on KK's social channels.

List the results (30% of vote)

The Cancer Cover reached headlines on everything from Norway’s number one news channel to the most influencial fashion sites. By comparing the numbers from last year, the visits to the Cancer Society sun protection website saw a 231% increase. With very limited media budget, we reached over 1.000.000 Norwegians. The cover became the most talked about edition in KK’s history. And most importantly, the number of mole checks across the country went up 49% from the same month last year.