AUCKLAND, Tuesday: TBWA and Melanoma NZ are in the midst of a campaign that aims to demonstrate how easy it is for people to miss spots on their skin.
New has one of the highest melanoma rates in the world – a legacy of our sunny climes and relatively clear skies.
More than 4000 Kiwis are diagnosed with melanoma every year – and for many, melanoma starts life as a single spot hiding in plain sight.
Noticing new or changing spots and getting a diagnosis and treatment early gives the best chance of survival, however the problem is many New Zealanders simply don’t notice the changes.
Right across New Zealand, campaign supporters OOHMAA (Out Of Home Media Association Aotearoa), oOh!Media, JCDecaux, QMS, Media5, Ad-Vantage and Bekon, Lotto Powerball, No Ugly, L&P and MetService have had full stops in their advertising change to mimic the way melanoma spots change over time.
The changing full stop represents the seven visual signs of melanoma.
OOHMAA supported the campaign with sites and special builds, Lotto Powerball supported the campaign by updating their weekly OOH jackpot executions, social and in-store digital signage across their national retail network.
L&P donated large-format OOH from their latest brand launch campaign Drink Chilled. MetService updated live weather templates across social with the melanoma full stop, and No Ugly supported the campaign on their social channels and on products available at summer festivals.
“It has made us proud to be working in an industry with so much generosity.”
Revealed on Monday through the NZ Herald and a range of media outlets, the initiative has sparked important conversation about melanoma and how easy it is to miss changing spots on your body.
The full Melanoma NZ awareness campaign Don’t let a spot become a full stop is now live.
The melanoma full stop has been designed to show the seven visual signs of melanoma across the entire campaign. A series of executions with quotes from melanoma survivors, a video and donation mechanic complete the full suite of campaign assets delivered by TBWA\.
To further raise awareness of the issue, the melanoma full stop has been turned into a font which is available for designers to download to tell their own melanoma full stop stories.
Melanoma NZ ceo Andrea Newland said: “Although it was deliberately easy to miss the spots in the initial advertising, we want it to be a clear message to all New Zealanders that missing new or changing spots on your skin could be deadly.
“It’s heartbreaking to hear melanoma patients share that they didn’t notice a change until it was too late. If melanoma is caught and treated early enough, then a spot doesn’t have to become a full stop”.
TBWA\ CCO Shane Bradnick thanked the wide range of partners involved.
“It’s been amazing that so many big Kiwi brands and media partners got involved and donated their resource and time for such a worthy cause, he said.
“It has made us proud to be working in an industry with so much generosity. A big thank you to everyone for being part of it.”
The initiative is supported by a fundraising drive where New Zealanders are invited to text a ‘.’ (ie., a full stop) to 2923 to donate $3 to Melanoma NZ.
CREDITS
Client: Melanoma New Zealand
Agency: TBWA\NZ
Video Production Partner: Assembly
Media Agency Partners: OMD & IKON
Font Designer: Alistair McCready
Brand Partners: OOHMAA, Lotto, L&P, MetService, No Ugly
Media Partners: NZME, Stuff, Trade Me, OOHMAA, MetService
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