Treat What Happened Yesterday (Sun Pharmaceuticals and Fingerpaint)
Folks from the ’70s loved hanging at the beach and boardwalk. Unfortunately, if they didn’t put on sunscreen, all of that fun-in-the-sun could have led to some not-so-fun crusty, pre-cancerous spots on their faces and extremities known as actinic keratosis (AK).
Sun Pharmaceuticals has a solution though—LEVULAN KERASTICK + BLU-U. Coupled with Fingerpaint, they educated patients about a treatment that affects over 58 million Americans (many of whom didn’t even know they had AK).
The campaign, “Treat what happened yesterday, today,” included ’70s-themed macrame bikinis, bell bottoms, and unironic moustaches. The sense of nostalgia proved a successful way to educate about AK and increase awareness for the solution. All collateral drove patients to a very groovy and very information-packed website where 60% of site visitors deeply engaged with the content versus the industry average of 25%.
