Promoting Healthy Behaviors to Combat Melanoma
ASK
Skin cancer is the most common form of cancer in the U.S. with melanoma being the deadliest. And melanoma does not discriminate by age, race or gender.
People are anxious about stripping down in front of their doctor to get their skin checked—but it can save their life. The Melanoma Research Foundation (MRF) sought to deliver a message about self-exams that resonates with audiences to support early detection of melanoma.
ANSWER
To give people the confidence to take the first step to potentially save their lives, JPA created an award-winning, integrated campaign that featured an arresting image to capture attention and a simple #GetNaked call to action.
A key component of the campaign was to step out of the comfortable, but limited nature, of stock photography and collaborate with real people to #GetNaked for the campaign.
The results from JPA Health’s efforts:
- Combatted the tanning industry’s misinformation campaign with aggressive media pitching, resulting in media placements with NBC News, The Boston Globe, Newsweek and Glamour, among others, yielding 216 million total media impressions.
- Behavior change measured via visits to the “Self-Check Guide” webpage, which garnered more than 84,000 visits over the course of the campaign.
- Encouraged participation from MRF’s active patient community on social media, gaining 500 Twitter followers and 1,000 Facebook likes following campaign launch.
- Set new one-day MRF website traffic record with 14,000 visitors, more than 2x typical traffic. During the launch, April traffic to the MRF’s website hit over 232,400 – the most ever in the site’s history.
