The brief
Melanoma rates are rising in Canada, but most people don’t self-check — and dermatologist access varies wildly across the country. The brief was to build a direct-to-consumer awareness platform that shifted how Canadians approach skin health, not just informed them about melanoma.
The brand idea
Melanoma can affect every body.
The intentional space between every and body did the lifting — the line is at once a clinical fact (any body can develop melanoma) and an inclusivity statement (every body matters in this conversation). One tagline, two truths, both essential to the strategy.
What I led
- Brand voice and platform copy for practiceskintimacy.ca — the consumer-facing site at the center of the campaign
- Audience-relevant content addressing skin tone, skin type, and how melanoma presents differently across bodies — reframing what readers thought they were looking for
- Resource and referral system addressing the Canadian access challenge, surfacing not-for-profit dermatology resources where private access was limited
- Integration with OOH and omnichannel — same brand voice carried into out-of-home ads representing people of all ethnicities, genders, and ages, ensuring everyone saw themselves in the campaign
- Regulatory workflow — cleared the entire site in a single round of ASC review, which is how a two-week concept-to-launch was even possible
Outcomes
- 36,000+ site visits in four weeks — almost entirely organic and search-driven
- 80% user engagement rate (1 in 3 engaged users)
- Concept to live site in two weeks, including regulatory approval
- Campaign extended beyond the site into OOH, print, and digital — a single brand voice carrying across channels
Why it matters
This is the case study for any role where brand strategy, inclusivity, and behavior change have to land in the same campaign — within real-world regulatory and timeline constraints.