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New Blood Entry — Check Where the Sun Don't Shine

21Grams / 2021

To promote awareness and encourage early diagnosis of melanoma on black skin, our campaign speaks to a global demographic using the universal language of music and dance. Our song ‘Check Where The Sun Don’t Shine,’ with its accompanying dance highlights the body parts black people must check for signs of melanoma. The routine is deliberately catchy to go viral on Tik Tok, and key dance moves will translate to instructional posters in doctors' surgeries, clubs, bars and community centres. The campaign offers a tangible way to self-examine leading to earlier skin cancer diagnosis improving survival rates of people with black skin. We believe that our campaign could generate real-life impact and strengthen melanoma education for generations to come.

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