Iconic Cancer Campaign Will Literally Melt Your Heart

The subject of skin cancer is never an easy one to cover for marketers trying to raise awareness of the horrible disease but a campaign in Madrid has done so brilliantly. Rather than using the usual tactic of trying to shock people with graphic images or a shocking campaign they instead used 700 ice sculptures around the city. The core message of the campaign was that if you stay out too long in the sun it “melts your skin” and given that it is so hot in Madrid the sculptures didn’t take long to start melting. It was clearly a huge logistical challenge but it seems to have paid dividends with lots of media coverage and multiple TV channels picking up on it as well. The thing about this campaign is that it is so visual that people are never going to be able to forget it and hopefully the next time they are out in the hot Spanish sun they will remember to cover up with sun cream.

Spotted on Adverblog