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MELANOMA LIKE ME - Melanoma Patients Australia

Melanoma haunts outdoor, in-the-sun Australians. It’s the most lethal cancer for those between 15 and 30. To reach this elusive group, we created a mobile campaign called Melanoma Likes Me.
An application would search popular sun-linked hashtags and geolocations for posts from young Aussies in the sun. Then the agency’s social media team – as the creepy online persona ‘Melanoma’ – would ‘like’, ‘follow’ and comment.
The messages arrived in real time, ‘approving’ the sun-damage and cancer opportunity, to an overwhelming reception.
Messages from ‘Melanoma’ were retweeted, shared and re-shared through a vast social media network. The click-through rate to our Skin Check mobile site went to the highest level Melanoma Patients Australia had ever seen.

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