HY Connect Creates New PSA Campaign for American Academy of Dermatology to Raise Skin Cancer Awareness
We produced a public service campaign for the American Academy of Dermatology (Academy) to educate young women and older men about skin cancer prevention and detection. The Academy, founded in 1938, is comprised of more than 17,000 members and is the largest, most influential dermatology group in the country. The campaign launches in conjunction with Melanoma/Skin Cancer Detection and Prevention Month® in May.
We produced three public service advertisements for the campaign. The first, “Time,” targets young women aged 15 to 29. The television ad urges women to stop tanning and get the facts about the risks, including sun damage and skin cancer. The second, “Lawn,” targets middle-aged men and focuses on detection with a more humorous approach. Based on the idea that some men go to great lengths to take care of a spot on their lawn, this television ad encourages men to do the same for any suspicious spots on their skin. The third PSA, a radio ad called “Tanning Doesn’t Make You,” features four women explaining that tanning does not make them who they are; it only makes them more at risk. All PSAs direct viewers to SpotSkinCancer.org, where they can find more information about skin cancer prevention and detection.
“According to the American Academy of Dermatology, skin cancer is highly treatable if detected early,” said HY Connect Vice President, Account Director Brad Most. “This campaign aims to educate Americans on how to prevent or detect this disease before it may be too late. We’re proud to be working with the Academy and contributing to this effort.”
This campaign is the first collaboration from HY Connect and the American Academy of Dermatology. Most, along with HY Connect Vice President, Executive Creative Director Kevin Houlihan, worked with the Academy as part of Houlihan Madison Most, acquired by HY Connect in 2012.