Melanoma NZ wanted to target Kiwi males aged 50+, a group who rarely checked their skin for cancer. My insight was simple. Back in the day when this group was young, they religiously soaked up the sun and suffered through the agony of burnt skin every year. The idea was to use the power of nostalgia to get their attention. Key influencers on social media like Dick Frizzell, Sean Fitzpatrick and Tim Finn posted images taken from major outdoor events in the 1960's, 70's and 80's - like 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.
