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New Blood Entry — Aware in Prayer

Award: Yellow Pencil

21Grams / 2021

Melanoma amongst people of colour is massively under-represented in medical literature, leaving millions of people susceptible to skin cancer because they are unaware of the risks and have no knowledge of the signs.

40% of melanomas in people of colour appear on the soles of feet. Using this insight, the ‘Aware In Prayer’ campaign can effectively target a key element of Muslim prayer – the removal of shoes and socks.

Rugs and posters in mosques will inform and educate people on the signs to look out for on the soles of others during prayer.

By making our designs easily accessible online, ‘Aware In Prayer’ can help lead to early diagnoses and inform a worldwide community how to look out for themselves and each other.

What did the judges have to say?

"Aware In Prayer was a simple but smart idea that tapped into a moment in a creative way. Without changing anything, it showed how we can spread awareness just by tapping into the behaviour and rituals that people do daily. It showed how a community of faith can work together to help fight melanoma."

Yolanta Boti, Creative Copywriter, Ogilvy London

"1.7 billion target audience; five times a day opportunity to view; a potential reach of over eight billion per day. It made everybody sit up and take notice."

Andy Powell, Creative Director, GOOD Agency

"Aware in Prayer was a big, and genius idea that was rooted in real life experience and a viable tool for future generations."

Josie Tucker, Creative Director, Adapt

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