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Euromelanoma
Better safe than sorry
Is the sun shining? Then you need to lubricate! That wisdom was what Euromelanoma, which promotes and shares information on the prevention, early diagnosis and treatment of skin cancer, wanted to impress on young people. In fact, the risk of skin cancer is 18% higher in patients who get severely sunburned before the age of 18. So our task was clear: inform, raise awareness and encourage behavioral change.
We began with a survey of knowledge about skin cancer, in collaboration with Indiville. It showed that 1 in 3 Belgians are afraid of developing skin cancer, but at the same time only 13% apply sufficient sunscreen. Moreover, only 16% of Belgians know what to look out for when checking their skin.
Together with cartoonist Mario Boon, the dermatologists created a cartoon based on a true story. It teaches young people more about skin cancer, how to check their skin and how to protect themselves. Fun fact: the comic has already been translated into 3 languages. We also developed content for social media, such as TikTok videos with dermatologists, and engaged various influencers.
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Video file
Strong start, impressive numbers
To kick off the campaign, we held a press conference at the Comic Museum in Brussels. Here we announced the figures of the research and presented the comic strip to the general public. The campaign resulted in articles, interviews and reports, together reaching more than 36 million people and a PR value of 8,000,000 euros. Furthermore, the influencers collected more than 46,000 views and we reached almost 900,000 people with our social media content. Conclusion? The campaign ran smoothly.
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