HY Connect, an independent communications firm, has teamed up with the American Academy of Dermatology (Academy) to launch a public service campaign aimed at raising awareness about skin cancer prevention and detection, particularly targeting young women and older men. As the largest and most influential dermatology group in the country, founded in 1938 and boasting over 17,000 members, the Academy is a trusted authority in the field.
The campaign, timed to coincide with Melanoma/Skin Cancer Detection and Prevention Month® in May, features three compelling public service advertisements developed and produced by HY Connect. Each ad is tailored to resonate with specific demographics and utilizes different mediums to reach the audience effectively.
The first ad, titled “Time,” speaks directly to young women aged 15 to 29, urging them to ditch the tanning beds and educate themselves about the serious risks of sun damage and skin cancer. Meanwhile, the second ad, “Lawn,” takes a humorous approach to target middle-aged men, drawing a parallel between caring for their skin and caring for their lawns. It cleverly encourages men to pay attention to suspicious spots on their skin, just as they would to spots on their beloved lawns.
Rounding out the campaign is a radio ad called “Tanning Doesn’t Make You,” featuring women sharing a powerful message that tanning doesn’t define them and only increases their risk of skin cancer. All three ads direct viewers to SpotSkinCancer.org, where they can access valuable information on skin cancer prevention and detection.
Brad Most, Vice President and Account Director at HY Connect, emphasizes the importance of early detection in effectively treating skin cancer. He underscores the campaign’s mission to educate Americans about preventive measures and detection methods, thus potentially saving lives.
This collaboration marks the first of its kind between HY Connect and the American Academy of Dermatology. Brad Most, alongside Kevin Houlihan, Vice President and Executive Creative Director at HY Connect, spearheaded the project, building on their prior collaboration with the Academy through Houlihan Madison Most, which was acquired by HY Connect in 2012.