The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Health & Wellness

See My Skin

Agency Edelman / New York

Client Vaseline

Category

Innovation & Transformation / Innovation in Health & Wellness

Annual ID

OS23_HW100M

About the Work

Systemic racism and deep-rooted healthcare inequities in the U.S. lead to misdiagnosis and untreated conditions. This can be attributed to the lack of imagery available of conditions on Black and Brown skin. When people of color search for skin care advice online, they’re met with results that don’t accurately reflect them. In fact, less than 6% of image-based search results show skin conditions on people of color. And when Black and Hispanic people don’t feel seen in search, they’re less likely to be seen by a dermatologist – leading to 25% higher mortality rates for life-threatening conditions like skin cancer. Recognizing that Google is the first and last stop for people of color when self-diagnosing a skin condition, Vaseline® approached the lack of diversity in dermatological imagery not just as a user experience problem, but as a medical equity issue.

See My Skin is the only database designed to search conditions on skin of color. We aggregated thousands of images of hundreds of conditions on Black and Brown skin, building the world’s most diverse medical image library. Each image was independently evaluated for accuracy and relevance by a board of certified dermatologists. Alongside VisualDx, software that enhances diagnostic accuracy in skin of color, we enabled people of color to see only themselves in search – for the first time ever. With HUED, a platform that connects patients with culturally competent providers, we referred them to dermatologists who understand their skin. Then, we galvanized our community to build the database by uploading an image of their skin conditions. Together, we broke down barriers to equitable care and did what search engines and the industry have failed to do: address the long-standing bias and exclusion of people of color in skin care.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Edelman / New York

Post Production Company

Big Sync LTD / Stamford
Carousel / KYLE NYC / Long Beach
Girl Culture Films / Marina Del Rey
Sonic Union / New York

Media Distribution Company

Mindshare / New York
UStudio / Englewood Cliffs

Copywriter

Morgan Peterson

Executive Creative Director

Matt Zavala
Megan Skelly

Associate Creative Director

Cassandra Shuber
Daniela Marino
Schuyler Higgins
Shareina Chandler
Sonja Johnson

Associate Producer

Samantha Waite

Global Chief Creative Officer

Judy John

Senior Designer

Justin Hong

AE Brand Purpose

Tiffany Hammond

AE, Corporate Reputation

Kristen Carter

AS, Multicultural

Francheska Taveras

AS, Purpose

Shannon Trudge

AS, Tech Strategist

Mira Kim

Associate Director, Performance Intelligence

Matt Ballek

Brand Director, US Skincare

Kevin Tolson

Brand Manager, Vaseline

Cecily Pirozzoli

Director, PR & Digital Engagement

Casey DePalma

EVP, Group Executive Producer

Ari Pomerantz

EVP, Group Head of Development & Tech

Chris Broomall

EVP, Integrated Brand

Keren Kazam

Global Chief Experience Officer

Taj Reid

Global Creative Director, Unilever

Andrew Simon

Head of U.S. Digital

Pam Scheideler

Manager, PR & Digital Engagement

Brianna Wright

Managing Director, Head of New York Earned Media

Lisa Kovitz

Managing Director, Purpose

Jaclyn Murphy

Media Executive, Health

Clauda Brito

Production Business Manager

Ben Reignier

Research Director, DXI

John Morris

SAE, Integrated Brand

Mariam Somorin

SAE, Quality Assurance Specialist

Mia Gross

SAE, Technical Producer

Maggie Chaquette

SAS, Integrated Brand

Elizabeth Consul
Korinne Leonardis
Penelope Ramirez

Senior Account Supervisor, Digital

Liza Padellaro

Senior Associate, Performance Intelligence

Christian Mcilwain

Senior Manager, U.S. Marketing

Melody Skipper

SENIOR PRODUCER

Byron Clear
Gina LoPinto
Jared Sichel

Senior Project Manager

Adam Zogas
Sarah Brooks

Senior UX / UI Designer

Diane Park

Startup

HUED, Inc. / Mahopac
VisualDx / Rochester

SVP, Corporate Affairs & Advisory Services

Ryan Zimmerman

SVP, Digital

James Hill

SVP, DxI Brand Portfolio

Cassi Husain

SVP, EGA

Lauren Gray

SVP, Experience Strategy

Helena Öhman

SVP, Integrated Brand

Sharelyn Devonish

SVP, U.S. External Affairs

Kelsey Rohwer

U.S. Brand Chair

Smita Reddy

U.S. Chief Creative Officer

Jordan Atlas

U.S. Chief Strategy Officer

Melle Hock

VP, Corporate Reputation

Tiffany Telemaque

VP, Design Director

Camille Marlow

VP, Digital

Livia Dayan

VP, Director of Connections Planning

Michael Byrnes

VP, Executive Producer

Denise Sante

VP, Integrated Brand

Ashlie White

VP, Multicultural

Samya France

VP, Multicultural Strategist

Kate Endeley

VP, Program Director

Ted Ou-Yang

VP, Purpose

Abisola Adekoya

VP, Tech Strategist

Mike Civetti

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