The subject of sun-safety and skin health is a tricky one; people tune out the way they do when they're told to floss every day. Yeah, yeah, whatever is a common response, usually followed by a failure to comply. But with their dogs-and-cat Become a Skin Checker campaign (it was dogs and puppies last year), La Roche-Posay hit a grand slam by going after our heartstrings and pushing all our warm-fuzzies buttons. Honestly, I don't know how I missed it the first time around.
First, rather than use people in their videos, the production company cleverly cast dalmatians (puppies, too); this year, a soft black kitten with huge blue eyes joins the lineup. Second, they chose a wonderfully appealing doo-wop soundtrack all about wrapping you – us – up in cotton wool. Third, they cast dalmatians and puppies and a soft black kitten with huge blue eyes!
The first of these videos launched in Australia in late 2014.
Become a Skin Checker – La Roche-Posay Canada 2016
Become a Skin Checker – La Roche-Posay Canada 2015
The making of the Become a Skin Checker campaign.
A 2015 Canadian Cancer Statistics document revealed that about 6,800 Canadians were diagnosed with melanoma that year. The most deadly form of cancer, it is, however, curable 90 percent of the time if caught early enough.
According to the Canadian Dermatology Association (CDA), risk factors for melanoma include the following:
• Fair, sun-sensitive skin that burns easily; freckles; red or blond hair.
• Many moles — more than 50.
• Moles that are large or unusual in colour or shape.
• A close family history of melanoma or personal history of melanoma.
• Previous excessive exposure to UV from the sun or tanning beds.
• A history of severe sunburns.
So, moles. Obviously La Roche-Posay's Become a Skin Checker campaign is all about them, about keeping a close watch on existing and new moles, and monitoring their number and appearance. Their ABCDEs of moles (right) shows you what to look for.
This summer, from mid-June to the end of July, LRP will have 50 Skin Checker clinics across the country, and provide free skin checks to clinic visitors. Find one in your area and reserve a spot via skinchecker.ca – or make an appointment with your dermatologist.
Have you already seen these insanely sweet videos? Do they make you think about having your moles checked, and about checking moles on your loved ones too? Or do you get regular mole checks already?