We turned a beauty trend into a life saving message

Collaborating with some of Latin America’s celebrity beauty creators to bring a life-saving message into the routines their audiences trust most. 

At a one-of-a-kind masterclass hosted by renowned dermatologist Paola Castañeda Gameros (https://www.instagram.com/paoderma/), influencers were introduced to the ABCDE method, a worldwide clinical tool that helps identify the five key signs of melanoma: Asymmetry, Border, Color, Diameter, and Evolution.  

The creators were then invited to do what they do best: post beauty tutorials on their socials. But instead of the traditional beauty marks they often can put on - such as freckles or dark spots - they applied moles specifically modelled on the warning signs of melanoma.   
Within hours, their followers noticed something was off. Comments poured in. A few days later, the beauty creators revealed the truth behind the marks, educating their audience about melanoma and teaching them how to apply the ABCDE method to check their own moles.

Creative Director - David Martin
Art Director - Abi Stephenson
Copy Writers - Matt Jones , Julia Heydemann
Production Company - Palmar Productions
Director - Grau Serra