THE LIFE-SAVING ROUTINE LA ROCHE POSAY

Insight

98% of Mexicans have never visited a dermatologist causing melanoma cases to rise 250% in parts of the country. La Roche Posay, a leading, skincare brand leading the way in skin cancer research decided to teach Mexicans the life-saving  ABCDE method to self-check for moles with melanoma. And with moles used as beauty marks by leading Mexican beauty creators, we hacked a beauty trend to educate the country.

Idea

At a one-of-a-kind masterclass hosted by renowned dermatologist Paola Castañeda Gameros, we taught 5 of Mexico’s top beauty influencers to draw beauty marks with melanoma. They then included them in their daily beauty tutorials raising a lot of questions amongst their communities. A few days later they revealed the truth, teaching their communities how to self check and encouraging them to go to the dermatologist if they had a suspicious mole.