Overview: The Melanoma Research Foundation (MRF) is the largest independent organization devoted to melanoma and committed to the support of medical research in finding effective treatments and eventually a cure for melanoma. The MRF also educates patients, caregivers and physicians about the prevention, diagnosis and treatment of melanoma. The MRF asked JPA to develop a national consumer awareness campaign based on images and taglines that had already been determined to encourage people to conduct skin checks and help promote Melanoma Awareness Month.
Approach: Our approach was to keep the message simple and targeted. Together with the MRF, we created the Get Naked campaign. We combined an arresting image with a simple call to action to generate awareness. We built a new page on the MRF’s website that acted as a hub of Get Naked, with images, tips, and resources. We also encourage the MRF’s active patient community to engage in a social media blast on May 1 by changing their avatars to campaign images. Finally, we developed additional shareable content for users to distribute over social media, including fun, clever postcards and status updates.
Results: All the activities detailed above set a record for the MRF website on May 1 with almost 14,000 visitors, more than double the traffic seen on a typical day of the site. The campaign page alone received over 4,000 views and MRF gained 500 Twitter followers and 1,000 Facebook likes during the month of April. Additionally, traffic to the MRF website over the month of April reached over 232,400 which was the most ever in the site’s history.