A research based response to the on going issue regarding melanoma on black and brown skin. Transcending language barriers through illustration, inciting behavioural change to encourage checking your moles, palms and soles when thinking about your body the most.

Brief:

• To develop a culturally relevant and impactful campaign that increases melanoma awareness and promotes self-examination among individuals with black and brown skin across Africa.

Insight:

• The AFCON Cup of Nations holds immense cultural significance and reaches diverse populations across Africa, including remote areas. Puma is the leading sporting brand across Africa for football and other sports and designs multiple football shirts.

Solution:

• Design and distribute AFCON-themed football jerseys with a reversible interior, featuring clear, visually engaging illustrations and instructions on how to perform a melanoma self-examination, strategically timed with AFCON events and supported by a digital campaign. By releasing a shirt in collaboration with Puma that. and utilising Pumas sponsored players and celebrities, we can distribute a shirt that presents a unique window for delivering skin health education.