Melanoma NZ wanted to target Kiwi males aged 50+, a group who rarely checked their skin for cancer. My idea was simple, use the power of nostalgia to get their attention through key influencers like Dick Frizzell, Sean Fitzpatrick and Tim Finn. They posted images from events liike Sweetwaters Festival, the Rolling Stones concert at Western Springs, Round the Bays and the big summer sporting matches. The question they asked was, 'Were you there?' Their followers answered in their thousands, tagging themselves and their mates in the photos. These people then received a follow up message telling them they weren't alone on those hot summer days, because Melanoma was there too. Results showed many booked a skin check the next day.
