The French dermocosmetic brand La Roche-Posay launched a melanoma prevention initiative under the tagline #SAVEYOURSKIN. The campaign aimed to encourage people to have regular dermatological skin examinations as part of skin cancer prevention measures.
THE PURPOSE OF THE CAMPAIGN
In recent years, the number of diagnosed cases of skin cancer has increased significantly. Therefore, it is critical to promote the need for regular mole examinations. UV protection is important, but regular examinations with a dermatologist are the most effective measure for early detection and prevention of melanoma.
The aim of the campaign was to show as many people as possible that check ups by a dermatologist are not something terrible and should be carried out regularly - both prophylactically and in case of even the slightest suspicion of a skin irregularity.
HOW DID IT ALL HAPPEN?
From May 27 to June 9, 2024, dermatologists were available to citizens in six major Bulgarian cities - Sofia, Plovdiv, Varna, Burgas, Pleven and Blagoevgrad. People had the opportunity to consult the specialists free of charge in the designated campers positioned at key points for each city. In this way, the initiative was able to reach as many people as possible - both those who were previously familiar with it, and those who accidentally come across the camper while moving around their city. The purpose of these examinations was to provide an expert opinion on the condition of the skin of each person getting a check up and to identify any suspicious formations.
WHAT DID WE ACHIEVE?
The campers proved popular with people of all ages and genders, and the campaign ended with impressive results:
- Average number of examinations per day: 206
- Total number of examinations conducted in all cities: 1446
- The most examinations conducted in 1 day: 259 in the city of Pleven
- Total number of suspicious moles detected: 66
The results speak for themselves - people are not only interested in such examinations, but also actively participate in initiatives that are beneficial to their health. The most effective method of disseminating important information like this about the risks of melanoma, as well as ways to prevent and detect it early, is happening by specialists who provide not only knowledge, but also real added value - in this case, free examinations to anyone who wishes.
HOW DID WE ACHIEVE IT?
We achieved these results by incorporating two marketing approaches - we targeted not only influencers, but also the media.
The media campaign supporting the initiative was a great success. We built a comprehensive media strategy with a key media plan for each city in the campaign. The result was the following - 45 media publications, which included national and local online media, radio announcements, as well as reports on television. The total reach of the media campaign reached 2 million people.
In parallel with the media campaign, an influencer campaign was also held. 18 influencers participated in it, who visited the campers in different cities, examined themselves and shared about the experience with their followers. Their posts, which include stories and videos, have reached 1.5+ million people. The videos related to the campaign were viewed more than 300 thousand times.
IN CONCLUSION
La Roche-Posay's #SAVEYOURSKIN campaign has once again proven to be an effective and necessary initiative in the fight against skin cancer. It is held for the 9th time, and the reviews in the traveling campers this year managed to bring more engagement, but more added value for everyone who wants to get involved.
The campaign was able to attract the attention of the general public and provide free screenings to thousands of citizens - both those who knew about it in advance and people who happened to learn about it during their day. By promoting the importance of regular examinations and UV protection, La Roche-Posay has been able to make a significant contribution to the prevention of melanoma and the protection of public health.