Excellence in Communications via a Live Event or Stand-Alone Activity

Summary of work

Know Your Skin™ was a highly targeted campaign to raise awareness of solar keratosis (SK), a common skin condition caused by sun damage that may lead to skin cancer. The campaign demonstrated positive behaviour change via increased motivation to check for skin changes and seek GP advice if needed.

SK affects over 3 million people in the UK - 25% aged over 60. It is more prevalent in men and more likely to develop in those who have exposed their skin to sunshine for long periods. Despite its prevalence, 86% of the population haven’t heard of SK and only 14% of people would contact their doctor regarding skin changes.

Based on these insights, the campaign featured a series of ‘pop-up greenhouse’ events to enable direct conversations about SK in places where there was a high incidence of the target demographic, plus a targeted media and social outreach plan.

Following the events, 90% of attendees said they will regularly conduct a skin check and 94% (both versus 80% targets) said they felt confident to speak to their doctor about skin changes. The campaign achieved a 40% increase on agreed media metrics. Local data confirmed an increase in people presenting to GPs.

Judges comments

An exceptionally strong and clever regionally focused campaign with robust objectives and very clear target audience, who were reached in a conducive environment. Know Your Skin delivered great outcomes, demonstrably making an impact on the audience’s understanding of future skin health.