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Silver Award
The Spot
Bristol Myers Squibb and La Roche Posay
Australia
2025
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Entrant Company
Ogilvy
Entry Type
Direct-to-Consumer - Unbranded
Program
Clio Health 2025
Advertiser Category
Pharmaceutical
Medium
Out of Home
Category
Ambient
Australia has one of the highest rates of skin cancer in the world with two in every three Australians expected to develop some form of skin cancer in their lifetime(1,2). Despite decades of sun-safety campaigns, too many Australians still die from a cancer that is largely preventable. So, to tackle ‘Australia’s national cancer,’ we decided to give one of Australia's most iconic beaches…melanoma. We created an evolving sculpture that mimicked the shape and size of a real melanoma, but on a scale that could not be ignored, and let it grow on the iconic Tamarama beach as part of the world-famous Sculpture by the Sea exhibition. Nestled in-between the sunbathers looking to usher in summer, it served as a stark reminder to all, of the dangers of the Australian sun. References 1. Melanoma and Skin Cancer Advocacy Network. (2024, July 9). Facts and figures. MSCAN. https://mscan.org.au/learning-hub/skin-cancer/facts-and-figures/ 2. Melanoma Institute Australia (2023). Melanoma Facts. [online] Melanoma Institute Australia. Available at: https://melanoma.org.au/about-melanoma/melanoma-facts/. 3. Cancer Council (2023). End The Trend | Campaign Hub | Cancer Council Australia. [online] www.cancer.org.au. Available at: https://www.cancer.org.au/get-involved/campaign-hub/end-the-trend.
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