The One Show
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Category
Non-Profit - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16015G
About the Work
Melanoma is the most lethal cancer for those aged between 15 and 30. We created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities, in real time. An application linked to Twitter and Instagram searched for posts from a library of popular hashtags and geolocations. The application aggregated these posts and notified our social media team in real-time so they could respond with creepy messages from Melanoma.Unique Visits to the “Skincheck” mobile site during the 4 week campaign increased by 1371%. Over 2 million people received our messages, with an earned media value in excess of $5 million. The algorithm cost just $430. View the Case Study at http://awardsubmissions.net/melanoma/
2016 Awards
Total Points: 25
Gold Pencil
Credits
Agency
George Patterson Y&R / Brisbane
Art Director
Isabella Caruso
Chief Creative Officer
Ben Coulson
Designer
Lloyd Budd
Ross Benn
Executive Creative Director
Andrew Thompson
Writer
Ellen Fromm
Agency Producer
Grace Francis
Creative Team
Rob Hudson
Jake Pospischil
Fiona Caird
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