The One Show
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Category
Promotional Items
Annual ID
OS24_PH006S
About the Work
Brazil has the highest rate of solar radiation in the world. On top of that, over 70 million Brazilians work under the sun all year long. It’s not surprising that skin cancer is the most common cancer in Brazil, with melanoma causing 75% of skin cancer deaths.
And 99% of these deaths could have been prevented with an early diagnosis. This is not difficult, because it is possible to identify melanoma with only the eyes. In fact, a visual inspection of suspicious skin lesions by a clinician using the naked eye is usually the first of a series of 'tests' to diagnose melanoma.
Even though it is an easy and simple test, people die from melanoma simply because they don’t have the knowledge to identify the odd moles effectively. The objective was to make people aware of the importance of self-examination and knowing how to identify odd moles.
That led us to a very simple insight: have you ever noticed that a melanoma mole looks like a cookie? We decided to turn Brazilians’ undying love for cookies into something that saves lives. We created DiagnostiCookies, the easiest guide to identifying melanoma. Each box contained a side-by-side comparison of cookies resembling healthy moles and melanoma moles, showing the differences in size, color, shape, and texture.Melanoma moles might have uneven borders, be bigger than 6 millimeters, be asymmetrical, have a variety of colors, or evolve their characteristics over time.
Besides the cookies, the box also came with a guide to identifying these signs, and motivated people to perform a visual skin cancer screening on themselves, friends, and their loved ones. The guide also explained that if a mole changes characteristics, it could be a sign of malignant transformation and motivated people to seek a doctor for consultation if needed.
And 99% of these deaths could have been prevented with an early diagnosis. This is not difficult, because it is possible to identify melanoma with only the eyes. In fact, a visual inspection of suspicious skin lesions by a clinician using the naked eye is usually the first of a series of 'tests' to diagnose melanoma.
Even though it is an easy and simple test, people die from melanoma simply because they don’t have the knowledge to identify the odd moles effectively. The objective was to make people aware of the importance of self-examination and knowing how to identify odd moles.
That led us to a very simple insight: have you ever noticed that a melanoma mole looks like a cookie? We decided to turn Brazilians’ undying love for cookies into something that saves lives. We created DiagnostiCookies, the easiest guide to identifying melanoma. Each box contained a side-by-side comparison of cookies resembling healthy moles and melanoma moles, showing the differences in size, color, shape, and texture.Melanoma moles might have uneven borders, be bigger than 6 millimeters, be asymmetrical, have a variety of colors, or evolve their characteristics over time.
Besides the cookies, the box also came with a guide to identifying these signs, and motivated people to perform a visual skin cancer screening on themselves, friends, and their loved ones. The guide also explained that if a mole changes characteristics, it could be a sign of malignant transformation and motivated people to seek a doctor for consultation if needed.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
VML / New York
PR / Marketing Agency
BCW / New York
Client
Alberto Cordeiro MD
Ligiane Pupo MD
Client / Brand
Horaios / São Paulo
Music / Sound Production Company
Ritmika Audio Arts / São Paulo
Art Director
Breanna Jacobs
Rodrigo Moraes
Copywriter
Bruno Souto
Jane Mousseau
Creative Director
Nanda Marth
Director
Jean Paulo Lasmar
Executive Creative Director
Diego Bertagni
Rodrigo Panucci
Global Chief Creative Officer
Bas Korsten
Daniel Bonner
Fede Garcia
Renata Maia
Group Creative Director
David Holman
Producer
Luciana Pessoa
Tomas Gurgel
Global Marketing Leader
Patrick Wisnom
Managing Director
Heidi Donato
Marketing
Patricia Vasconcelos Ferreira
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