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Tattoo Skin Cancer Check

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2015

Skin cancer is the most common cancer in Brazil, with over 140,000 new cases diagnosed each year. For people under 40, that number is increasing. Sol de Janeiro is a sunscreen brand that embraces Brazilian beach culture and is proud to be responsible for the skin of youth. To raise awareness of this growing problem, Sol de Janeiro teamed up with Ogilvy & Mather Brazil to launch a programme that taught tattoo artists how to recognise skin problems. With over 10,500 tattoo artists certified from all over Brazil, each averaging six clients a day, more than 441,000 skin cancer checks can take place every week. Thanks to their tattoo artists, many people who had never visited a dermatologist received an early skin cancer diagnosis.

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