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Melanoma NZ, TBWA\NZ launch campaign hidden in plain sight

Over 4,000 Kiwis are diagnosed with melanoma annually and for many, melanoma starts as a single spot hiding in plain sight. 

So, over the last few weeks Melanoma New Zealand and TBWA\NZ have demonstrated how easy it is for people to miss changes to spots on their skin as part of their ‘Don’t let a spot become a full stop’ campaign. Around New Zealand, OOHMAA (Out Of Home Media Association Aotearoa – oOh!Media, JCDecaux, QMS, Media5, Ad-Vantage and Bekon), Lotto Powerball, No Ugly, L&P and MetService have had full stops in their advertising. 

Designed with Melanoma New Zealand, the changing full stop represents the seven visual signs of melanoma.

OOHMAA donated sites across New Zealand and special builds where the melanoma full stop reacted to live UV levels. Lotto Powerball updated their weekly OOH jackpot executions, social and in-store digital signage across their national retail network. L&P donated large format OOH from their campaign ‘Drink Chilled’. MetService updated live weather templates with the full stop across social and No Ugly supported the campaign on their social channels and on products at summer festivals.

 A series of executions with quotes from melanoma survivors, a video and donation mechanic complete the full suite of campaign assets delivered by TBWA\NZ. Kiwis are invited to text a full stop to 2923 to donate $3 to Melanoma New Zealand.

Melanoma New Zealand Chief Executive Andrea Newland says: “Although it was deliberately easy to miss the spots in the initial advertising, we want it to be a clear message to all New Zealanders that missing new or changing spots on your skin could be deadly. If melanoma is caught and treated early enough, then a spot doesn’t have to become a full stop.”

Shane Bradnick, TBWA\NZ Chief Creative Officer says: “It’s been amazing that so many big Kiwi brands and media partners got involved and donated their resources and time for such a worthy cause.”

CREDITS:

Client: Melanoma New Zealand 

Agency: TBWA\NZ

Video Production Partner: Assembly 

Media Agency Partners: OMD & IKON 

Font Designer: Alistair McCready

Brand Partners: OOHMAA, Lotto NZ, L&P, MetService and No Ugly

Media Partners: NZME, Stuff, Trade Me, OOHMAA and MetService

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