2014 Winners & Shortlists

Results and Effectiveness

The tabletops were spread around the campus, creating conversation about skin cancer among American University in Dubai’s 3,000 students. The buzz prompted the staff to include lectures on skin cancer as part of the orientation class given to all new enrollees. A regular seminar hosted by a dermatologist will also now take place periodically in the university.

Creative Execution

We picked an unusual medium – the wooden surface of coffee tables in universities. These are commonly vandalized, doodled on, carved with sharp objects, dirtied and used as ashtrays. We created especially designed tabletops… each featuring a close-up picture of human skin. We left them exposed to university students, who naturally damaged them. After three weeks, a sticker was placed on the tables, revealing a message that the students themselves have helped to create: “If You Think This Is Bad, Look Up Skin Cancer.”

Insights, Strategy and the Idea

When you’re 18, worrying about getting skin cancer is the last thing on your mind. Yet, it’s young people who are most at risk of developing the disease. They love spending time outdoors, tanning at the beach, and rarely use sunscreen. So how do you get them to listen? By literally making them part of the communication.