Best of 2014 #8 Print/Interactive/Design: Ogilvy Brazil is Training Tattoo Artists to Spot Signs of Skin Cancer

With Support from Sol de Janeiro, Ogilvy Hopes to Raise Awareness

Published on May 08, 2014

Editor's Pick

Through next week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.

At #8 in Print/Outdoor/Design, sunscreen brand Sol de Janeiro and Ogilvy Brazil devised an innovative means of encouraging younger people to be more aware of the risk of skin cancer. They invited 450 tattoo artists to a training session with an oncologist, who taught them how to spot the signs of skin cancer. Those artists were then encouraged to recommend that their clients see dermatologists when they saw those signs.

Skin cancer is the most common type of cancer. In Brazil, 180,000 new skin cancer cases are diagnosed annually. But the problem is that younger people don't see dermatalogists as often as they should. To try get their skins examined anyway, Ogilvy Brazil enlisted another group of people that get really close to the epidermis: tattoo artists.

With support from sunscreen brand Sol de Janeiro, the agency got 450 tattoo artists to come to training and lectures by an oncologist. He taught them the "ABCD" rule that is used to spot signs of skin cancer -- Asymmetry, Border Irregularity, Color and Diameter.

This visual exam is the first step to noticing any irregularities. Tattoo artists were then asked to encourage people to see a dermatalogist.

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May 08, 2014
Ogilvy & Mather Brazil
Chief Creative Officer:
Anselmo Ramos
Ogilvy Brazil
Executive Creative Director:
Paco Conde
Executive Creative Director:
Roberto Fernandez
Paco Conde
Art Director:
Ale Koston
Digital Art Director:
Lincoln Lopes
Digital Copywriter:
Felipe Machado
Patricia Cortes
Lucas Pires
Fabiano Beraldo
Marina Dodi
Art Buyer:
Francini Santiago
Chief Executive Offier:
Fernando Musa
Group Director:
Luis Carlos Franco
Creative Planner:
Bruno Cunha
Creative Planner:
Gabi Teixeira
Creative Planner:
Fernando Machado
Project Manager:
Renata Rollin
UXD Director:
Pablo Moura
Patricia Belo
Aline Araujo
Creative Technologist:
Juscelino Vieira
Production Company:
Daniel Lieff
Claudio Lacerda

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