Become a skin checker

BECOME A SKINK CHECKER

90% of skin cancers can be cured if detected early : keeping an eye on beauty spots can be life-saving. La Roche-Posay, a dermatological laboratory dedicated to sensitive skin, wanted to highlight this simple and powerful preventive action.

As people tend to care more about the health of their loved ones than their own, we asked them to check each other. A simple message : “If you love someone, keep an eye on their beauty spots.” Delivered with a tender and offbeat tone, to raise awareness without dramatizing the issue.

DALMATIANS EVERYWHERE

Following a first launch with influencers, the international campaign “Become a Skin Checker” was deployed across print, point of sale, digital and TV. A dedicated website enabled users to:

• learn the ABCDE screening methods
• track the growing number of skin checkers,
• and book a free consultation with a dermatologist.

Results

The campaign turned 118 million people into skin checkers across 38 countries. Beyond strong public engagement, it was also widely endorsed by healthcare professionals.