L’Oreal is promoting the healthcare benefits of its skincare brand La Roche-Posay with a new social awareness campaign features dalmatian dogs.
The global Skinchecker campaign follows successful mole checking road show events by the brand in international markets and comes as La Roche-Posay looks to build on previous work around skin issues.
Created by ad agecy BETC, the ad features Dalmatians checking out each others’ spots, playing with the insight that many women are more apt to check for signs of skin cancer on loved ones than on themselves.
The campaign for the L’Oreal-owned brand also uses results of an IPSOS survey in digital and social elements to educate consumers about disparities in skin protection between men, women and nationalities.
The poll is based on responses from more than 19,000 people in 23 countries.
LaRoche-Posay has run skin cancer awareness campaigns for years, and most consumers — some 80% in the U.S. for example — wear some sun protection, at least some of the time.
“But the idea behind this campaign,” says a spokesperson for the brand, “is that most skin cancer is treatable if it is caught early, so we wanted to encourage people not just to check on their loved ones, but to check out their own moles too, monitoring them for changes.”
Besides a social-media push, the campaign also includes downloadable information on the ABCDEs of skin cancer, the five-point checklist dermatologists recommend when self-checking moles.