#Canada #Calgary #Bristol Myers Squibb #TANK Worldwide #Ogilvy Health

Bristol Myers Squibb Canada Launches Melanoma Awareness Campaign

In a creative initiative to raise awareness about melanoma, Bristol Myers Squibb (BMS) Canada has partnered with TANK Worldwide and Ogilvy Health to introduce a campaign titled "What Summer Leaves Behind". This unique project aims to make the warning signs of melanoma more recognizable by linking them to the changes seen in autumn leaves.

The Campaign's Concept

Unveiled during the Canadian Association of Medical Oncologists (CAMO) Annual Scientific Meeting from November 5-7 in Calgary, the campaign emphasizes that vigilance regarding skin changes shouldn't taper off as the seasons change. As the warm summer days fade and Canadians don heavier clothing, the reminder to practice sun safety becomes all the more pertinent.

By drawing parallels between autumn leaves and skin anomalies, the campaign effectively utilizes the familiar imagery of nature to communicate essential health messages. The ABCDE criteria—Asymmetry, Border, Colour, Diameter, and Evolution—serve as key components of the campaign, paralleling signs observed in leaves to potential skin concerns. For example:

• - Asymmetry: Just as a leaf can appear uneven, skin irregularities may warrant a closer look.
• - Border: Jagged edges on leaves mirror changes that could indicate health issues on the skin.
• - Color: Variations in leaf colors reflect the need to scrutinize skin tone changes.
• - Diameter: A larger leaf can signify something amiss in a mole.
• - Evolution: The transformation of a leaf over the season symbolizes the need to monitor skin changes over time.

Expert Insights

François Villeneuve, Head of Commercialization at Bristol Myers Squibb Canada, underscores the importance of early detection in combating melanoma. He stated, "This campaign employs familiar signs of the changing season to remind Canadians that attention to changes in your health matters year-round."

Marty Martinez, Chief Creative Officer at TANK Worldwide and Ogilvy Health, expressed the design team's hope that leveraging something as commonplace as autumn leaves would help individuals notice their skin more closely. The unexpected link between the natural world and health is aimed at improving public observation of potential symptoms of skin cancer.

Campaign Launch and Public Engagement

The bilingual campaign officially launched across multiple platforms in Calgary, including advertisements at the Calgary International Airport and various downtown locations. By geotargeting mobile ads surrounding the meeting venue, the initiative seeks to engage attendees and the general public alike.

Canadians are encouraged to become proactive regarding their skin health by inspecting existing moles, monitoring any new or changing spots, and consulting a healthcare professional immediately if they notice irregularities. For more information about skin cancer detection and the ABCDE warning signs, visit www.saveyourskin.ca/skincancers.

About the Organizations

Bristol Myers Squibb Canada is dedicated to transforming patient health through innovative biopharmaceutical solutions. With a mission to develop medicines that help patients overcome serious diseases, Bristol Myers Squibb exemplifies bold scientific innovation.

TANK Worldwide, a full-service global advertising agency, and Ogilvy Health, which specializes in healthcare, bring to life creative solutions that impact public health. These organizations collaborate to create meaningful campaigns that resonate with audiences and foster vital health conversations.

Through this campaign, BMS Canada and its partners hope to foster heightened awareness and a proactive approach to skin health across the country, ultimately saving lives through education and vigilance.