Skin cancer is one of the most common cancers and the only one that can be detected at first sight. We needed an education and awareness campaign in the weeks before summer, the time of greatest exposure to the sun. The goal was to make people aware that skin cancer can be detected in time. Educate through a very simple and effective idea that helps to differentiate a mole from a melanoma.
We used a captcha, but not a traditional one. A captcha in which we replace pears and apples with moles and melanoma, because it should be as easy to distinguish a melanoma from a mole as an apple from a pear. Through a video that explained the idea, we invited tourism websites to download the captcha on skincaptcha.com and install it on their pages.
The video was launched through a PR campaign and the most important tourism and travel websites in the world were invited to download the captcha from skincaptcha.com. Consumers were the users of travel websites and tourist destinations.
The objective was to raise awareness and educate about the difference between a mole and a melanoma and the risks of excessive exposure to the sun.
A captcha that teaches how to distinguish between moles and melanomas, to help prevent skin cancer as much as possible. The campaign was launched in Spain with a video explaining the idea, which invited the web to download the SKIN CAPTCHA skincaptcha.com. The duration of the action was one week and was amplified by internet and local media through a PR campaign.