On Wednesday, December 7, 2016 Maite Cristiani, International Deputy General Manager of La Roche-Posay, took the stage to receive the 3rd place award for the "Grand Prix de la Communication Solidaire" in the "Cinema and TV" category for it Skin Checker campaign that promotes skin cancer prevention via self-skin checks. This 11th Grand Prix is open to communication agencies, associations, international solidarity organizations, foundations, public or private institutions as well as businesses that have created or implemented media communication campaigns between June 1, 2015 and September 30, 2016.
The award was given for the creation and diffusion of this public service video for skin cancer prevention that reminds people of the importance to conduct regular beauty spot (mole) checks of themselves and of their loved ones. The goal of the video is not only to educate but to potentially save lives! Spotting potential pre-cancerous lesions before they can become an actual skin cancer can prevent this potentially deadly disease.
Skin Cancer is a growing global epidemic… more common than all other cancers combined, according to the Skin Cancer Foundation. What makes this cancer even more unique is the fact that it is eminently preventable, since 86% of melanomas and 90% of non-melanoma cancers are caused by sun exposure. Furthermore, it is highly treatable with 90% of skin cancers curable if detected early (www.euromelanoma.org/intl/node/25 epidemiological fact sheet); and detection is easier than for other cancers, as skin cancer is visible to the naked eye. Armed with the right knowledge and education, every one of us has the power to fight skin cancer.
The dermatologist-recommended brand, La Roche-Posay, understands that in order to make a difference, public health campaigns need to fit easily into people’s busy lives. The advice has to be realistic, practical and – if possible – pleasant to put into practice! The 1st step to “save your skin” is to check your moles. That’s why La Roche-Posay has pioneered with a strong commitment to promoting mole checks, by healthcare professionals and at home.
Skin Checker is an educational and screening initiative that can save lives. For the past 15 years, La Roche-Posay has organized “Melanoma Days” worldwide where certified dermatologists offer free mole checks to the public. Over 280,000 diagnoses were detected in one year alone (internal data). Since 2015, La Roche-Posay has instituted a worldwide digital campaign involving 34 countries to amplify public awareness through an online platform.
The La Roche-Posay Skin Checker campaign emphasizes one simple message that has struck a chord with the public: if you care for somebody, check their moles. And its massive impact on public awareness is undeniable. Over 80 million Skin Checkers to date have made the commitment.
In 2016, La Roche-Posay continued to empower Skin Checkers through ongoing education. Because skin cancer is a potential killer “hidden in plain sight,” a cursory check alone is not sufficient. Checking takes a little time, attention and knowledge which is why the feature video highlights an adorable kitten and a Dalmatian to demonstrate how and where to conduct a thorough skin check…
The Grand Prix de la Communication Solidaire was created in 2005 by Communication Sans Frontières (Communication Without Borders) with the goal of awarding communications professionals as well as activists in the solidarity sector for the quality and ethics of their work in this area. Thanks to the brand's creative agency, BETC, and La Roche-Posay France, ongoing awareness around this very important public health concern was raised even higher by getting the video aired on local stations.