Skin cancer is the most common form of cancer, but awareness remains low and it has become increasingly difficult to educate young adults about the signs and risk of skin cancer.
To reach this group in Brazil, sunscreen brand Sol De Janeiro enlisted the help of tattoo artists to generate awareness of skin cancer in a campaign called “Tattoo Skin Cancer Check.” (Watch here: https://www.youtube.com/watch?v=f3JEX6eG4ik.) The goal of the campaign is to teach tattoo artists the warning signs of skin cancer and to motivate their customers to visit a dermatologist for a proper diagnostic. Through a variety of lectures and online classes, the campaign has already educated more than 450 tattoo artists who now take visual exams of each of their customers. Averaging six clients a day, these tattoo artists have the chance of screening more than 18,900 people for skin cancer each week.
This is a great example of a brand becoming part of the target audience’s life, and showing real value. Knowing that a large number of young adults get tattoos—36% of 18-25 years and 40% of 26-40 year olds—Sol De Janeiro focused their efforts where they knew their customer base could be found. The brand was able to use this relevant touch point to get to the target audience without coming off too aggressive, potentially turning customers away.
This is a personalized communications initiative at its best. Not only is it targeting the right audience in the right medium, it is a potentially lifesaving service that is impacting the lives of thousands of people.
