Skin cancer in the UK? The UK may not be known for sunshine, but it is known for fair skin. Every year, more than 19,000 new cases of melanoma skin cancer are diagnosed in the UK. Most can be treated successfully if detected early. Research shows that in men, about 1 in 4 cases of melanoma are found in hard-to-spot areas such as the scalp and neck, which is why they are sometimes called “invisible killers”.
For Skin Cancer Awareness Month, a group of volunteer creatives and UK charity, Melanoma Focus, built skin cancer awareness – and a potentially life-saving moment – into an everyday routine, a haircut.
The work is built on the knowledge that scalp melanomas, which are more common in men, are among the hardest to detect. The campaign was born from an annual pro bono initiative by creative team, Michele Bona, Chiara Biondi and Michael De Piano, three independent creative directors with experience across global brands, who worked together for AMVBBDO and Saatchi & Saatchi.
In late 2025, the team learned that scalp melanomas are among the hardest to detect and decided to work on this challenge as the focus of their next project. The campaign idea began with a question, Who regularly sees what we can’t? The answer is barbers. Barbers work in close contact with customers’ heads, necks, and scalps every day, yet most lack the basic knowledge to recognise early signs of skin cancer. However, research by Helen Fleming found that 92% are willing to learn these life-saving skills.
The team worked to develop the campaign idea, partnering with Melanoma Focus and others in the industry, volunteering their time and talent to bring it to the widest possible audience in the most effective way they could.
This led to the creation of The Life Saving Haircut, a free handbook for barbers that won’t teach you how to cut hair, but to spot potential signs of skin cancers. Developed with experts, the guide will provide barbers with the right guidance to start a conversation with customers.
Chris Ward, owner of Huckle Barbershop in London, stated, “Back in 2018, while working at my shop on Old Street, I was cutting a regular’s hair. As I parted his hair, I noticed a mole on the top of his scalp that I hadn’t seen before. Over the months, it appeared irregular and seemed to have changed in both shape and size. I eventually mentioned it to him and suggested that he have it checked by a doctor, just to be safe. He took the advice and went for a medical examination. The mole was removed, and the tests later confirmed that it was melanoma. Thankfully, it had been caught in time.”
Lisa Andrews, a barber from L.A.Barbers in Widley, added, “I’ve been running my salon for 16 years when, during a haircut, I noticed an unusual mark near a regular client’s hairline. Because we knew each other well, I suggested he get it checked. He mentioned it to his GP, was referred for removal, and it turned out to be skin cancer. I’m really glad I spoke up – it meant it was treated in time.”
Jake is the owner of the No Bad Days Barbershop in Medway, Kent, and helped identify a cyst on his client’s head. Jake commented, “I’ve been cutting Luke’s hair for a while, and I obviously get to see parts of his head that he doesn’t get to see. One day, I was doing a skin fade and noticed a slight rise on the back of his head. I took some photos to show him and suggested he get it checked out by the GP. Luke is a lovely lad, and I’m really happy we were able to pick this up early for him, as it ended up requiring surgery to remove a cyst.”
Susanna Daniels, CEO of Melanoma Focus, stated, “Barbers are in a privileged position, seeing the same clients regularly. This handbook can help them to notice a mole that has changed, looks odd, or is new.”
To launch the initiative, a film was shot at Ruffians, with special thanks to their team. Several industry professionals and independent barbershops, as well as creatives from different areas, donated their time and talent to bringing the project to life.
A printed limited edition of the guide will be distributed during Skin Cancer Awareness Month to make it a widely adopted tool in barbershops and barber schools across the UK. A PDF digital version of the guide can be downloaded directly from the Melanoma Focus website.
Barbers and skin cancer survivors are supporting the initiative by sharing the campaign and raising awareness within their communities on social media. The goal is not to turn barbers into dermatologists, but to empower them to play an active role in early detection and help surface what often goes unseen.
Credits
Client: Melanoma Focus
Creative Directors: Michele Bona, Chiara Biondi & Michael De Piano
Producers: Lauren Payne & Sam Ojari
Film Director: Courtney Hopkins
DoP: Andrew Thomas
Camera Assistant: Paige Fisher
Gaffer: Yoann Desmoyers-Davis
Video Editor: Valentina Grossi
Assistant Editor: Antonio Canestri
Colourist: Valentina Rutigliano
VO Artist: Dave Hartley
Editorial Consultant: Margherita Rubini
Typography Illustrator: David Callow
Post Production: CUT& editing & more
PR Consultant: Claire Foss
Senior Barber: Richard Tucker
Senior Barber: Jaymarie Buckingham
Ruffians Marketing Manager: Elliott Pritchard
Melanoma Focus CEO: Susanna Daniels
Communication Consultants: Louise Akers, Ian Morton
Talent: Aaron Harris, Maasai Starlight Dearlove, Rufus Hunt, Alfie Thompson
Special thanks to:
Ruffians Barbershop
Fella Barbershop
East Central Barbering Co
London Beard Company
No Bad Days Barbershop
Huckle Barbershop
Jak Howell, Andrea Amighetti, Lewis Gumbrell Aka Sid Da Barber, JJ Savani, Giulia Campana, Miguel Gutierrez, Guy Kleinhaus, Sean Moore, Michael Holm, Savills Barbers & Academy, Anthony Hutton, Ky Wilson & Anthony Laban
