Men and Melanoma: The Unexposed

Target
Summary

Deadliest form of skin cancer (1 american/hr )

Men 2x as likely
Leading melanoma groups + Pitsb. Steelers coach Bill Cowher and NFL teams
in areas with high melanoma incidence and mortality rates
Melanoma Exposed
Screen. Protect. Know. Tell.
Support from Bristol-Myers Squibb (BMS)
National media, localized events
Provided free screenings, educated public, increased early detection
FULL TEXT

CAUSED BY OVERGROWTH OF MELANOCYTE

IF CAUGHT EARLY , MOST OFTEN CURABLE

MELANOMA AWARENESS ONLY BROADCASTED IN SUMMER TIMES

RANKED LOW BY MEDIA, COMPARED W/ OTHER SKIN CANCERS
BMS LAUNCHED YEAR-ROOUND CAMPAIGN
SUPPORT OF OGLIVY PR, PARTNERED WITH ADVOCACY GROUPS
OGLIVY PR PARTNERED W/ OGLIVY HEALTHWORLD + REDWORKS
ONE OF MOST AGGRESSIVE FORMS ONCE IT SPREADS

OBJECTIVES
1) elevate the profile of melanoma:

strategic communications
Awareness measured by: knowledge base of people screened, key message
penetration, social and traditional media impressions and visits to campaign
website
2) Impact Public Behavior:
Encourage individuals to want to be screened ( behavior change measured
through screening even exit surveys)
3) Drive Early Detection:
Free screenings

Research

Online focus groups, quantitative survey (3,442) to benchmark public

perceptions, knowledge and understanding of skin health and melanoma
Only 9% men show concern, even though theyre more likely
Findings showed that men would be emotionally influenced to alter their
behavior if channeled through their passion for sports
Desk, primary research and social media listening and media audit to better
understand trends between pro sport athletes and melanoma rates
NFL most popular sport, several NFL stars have melanoma
Jimmy Johnson, Cam Cameron, Phil Simms
BMS set off for multi-year campaign
Year 1: select markets
Areas with high melanoma incidence
Target audience: men 45+
Almost 2x likely as women to die from
Other campaigns focused on women
More than half had never been screened
75% looking for healthier ways of life
Online
55 million social gamers (half men w/ avg age of 43)

Planning
Branding the Campaign:

Melanoma exposed: Screen, Protect, Know, Tell

Emphasize a football game
SPOT

Engaging the Right Partners

Also partnered with Giants, Dolphins, Broncos and Ravens Year 1

Finding our spokesperson: Coach Crowler (wife passed away)

Integration with Digitsl and Media Agencies:

EXECUTION
May, Melanoma awareness month

Influential spokespeople:
Simms, Cameron, Crowler
Destination:

Coachs Challenge
Forward Pass facebook
Goalpost Avenue game
Screenings and grassroots activation:
Presence at highly attended NFL events
Fans could receive screenings, learn how to spot
Interactive online waiting room for screening, get information, hear Crowlers
PSA
Social Media/WOM

EVALUATION

Objective : Elevate profile of melanoma:

81% of event goers more knowledgeable
42m through social media
176m media impressions;
40k+ unique visitors to me.com, 50% played goalpost ave
National PSA garnered 70m
Objective 2: Impact public behavior
Event goers 74% likely get screened; 86% likely to recommend
Objective 3: Drive early detection of melanoma:
U.S pop= 311m; 70k diagnosed with melanoma eac year
Sample