Skin Cancer Calendar
Arbeitsgemeinschaft Dermatologische Praevention (ADP) e.V.
Issue 9 | December 2008
Agency
Y&R Germany
Creative Team
Kai-Oliver Sass - Creative Director;Natalia Richel - Art Director; Norbert Huebner - Art Director; Kai-Oliver Sass – Copywriter; Christian Daul - Copywriter; Sandra Elm - Idea
Production Team
Marion Lakatos - Agency Producer; Braun & Sohn - Print Production Company
Date
December 2007
Background
ADP needed to raise awareness of the severe consequences of skin alterations and inform dermatologists and their patients about the benefits of early detection of skin cancer.
Idea
Calendars were made available to dermatologists in their waiting rooms. The early pages of the calendar contain a little black spot. As the book continues, and time passes, the spot gradually increases in size until eventually it covers the entire page. At the end of the book appears the message: ‘Early detection of skin cancer prolongs life. Pay attention to skin alterations’.
Results
The click rate on the association website increased by over 30%. Information downloads increased by 42%.
Target audience
The calendar was made available to dermatologists in their waiting rooms
Volume/size of the campaign
5,000 calendars
Our Thoughts
The word ‘interactive’ has been pinched by the digital agencies but here’s more evidence that interactivity is the secret behind great DM too. What can you get people to DO? Well, here the agency has got people to flick through a calendar in a doctor’s surgery so the point about skin cancer is made in exactly the right place as well as in an arresting way.