The country of Peru has the highest UV radiation in the world. Melanoma is common. To support Mole Day, a day in Peru dedicated to skin mole awareness, laundry detergent brand, Opal, launched a campaign by VMLY&R Peru to raise awareness about the importance of prevention and early diagnosis to fight melanoma.
With the help of medical specialists and a macro photography expert, VMLY&R created stains on fabric to look like melanomas. They ran these in OOH, print and social media with a QR code that enabled people to schedule a skin check.
As a result of the campaign, a 35% increase in testing was recorded and the number of men who were tested tripled.
