The One Show
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Category
Integrated PR Campaign
Annual ID
OS23_PR011G
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. Research published by the Journal of the American Academy of Dermatology found that 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. As the brand that exists to give everybody healthy skin, Vaseline® needed to double down on its purpose. We committed to raising awareness of the racially biased systems that impact algorithmic search, providing proper representation and access to equal care, and most of all, helping these communities be seen.
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: 45
Gold Pencil
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 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
Sr. Associate, Performance Intelligence
Christian Mcilwain
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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