Melanoma Patients Australia
Melanoma Likes Me
Now, whenever you’re in the sun, so is melanoma.
We created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities. A unique algorithm found and responded to popular hashtags and geo-located images. It sent millions of tailored messages, straight to our hard-to-reach audience; right when it could make the most difference. By clicking on the profile they could check for melanomas and learn about prevention.
AWARDS
One Show 2016
Gold - Social Media / Branded Social Campaign
Gold - Direct / Digital
Merit - Mobile / Use of Tech
Andy Awards 2016
Richard T. O'Reilly Award for Outstanding Public Service (Grandy For Good)
Gold- Public Service Social Marketing
D&AD 2016
Graphite Pencil - Creativity for Good (White Pencil)
Wood Pencil - Media / Use of Social
Wood Pencil - Mobile / Use of Social Media
Wood Pencil - Digital / Use of Social Media
Wood Pencil - Direct / Direct Response/Digital
Webby Awards 2016
Finalist - Experiential and Innovation
New York Festival 2016
Second Prize - Mobile (Messaging)
Third Prize - Media (Digital: Social Media)
Third Prize - Public Service Announcements
AWARD Awards 2016
Gold - Creativity for Good
Gold - Direct - Non Commercial Direct Campaign
Gold - Digital - Social Media Charity
Gold - Promo + Activation Best Use in a Charity Campaign
Silver - Creative Innovation / Conceptual Innovation
Cannes Lions 2015
Silver – Promo and Activation, Digital & Social
Bronze – Promo and Activation, Product and Service
Bronze – Media: Digital and Social - Use of Mobile Devices
Bronze – Innovation, Creative Data – Social data
Finalist – Health and Wellness, Digital
Finalist – Innovation, Creative Data – Use of real-time data
Spikes Asia 2015
Grand Prix for Good
Gold – Promo and Activation
Gold – Direct
Gold – Media
Silver – Promo and Activation
Bronze – Mobile
Finalist - Digital, Charities: public health and safety
Finalist - Digital, Response/real-time activity
LIA Awards 2015
Gold - Non-Traditional - Public Service/Social Welfare
Silver - Non-Traditional - Guerrilla Marketing
Bronze - Digital - Public Service/Social Welfare
Finalist - Digital - Use of Social Media
B&T Best Digital Campaign of the Year Finalist 2015
ADNEWS 2016
Best Use of Data
Best Use of Mobile
BADC Awards Best of Show
WPP'ed Cream 2015
Winner of Healthcare Digital, Public Service, Advertising, Promo & Activation
The Directory Big Won Rankings 2015
4th most Innovative Campaign
11th top Direct Campaign