Hospital Universitario de Salamanca: The Scariest Monsters

Problem: Melanoma is a deadly form of skin cancer, often overlooked because it can resemble a harmless mole. Early detection is crucial for successful treatment, but public awareness of the subtle signs of melanoma remains low, leading to late diagnoses and poorer outcomes.

Insight: Halloween is a time when we embrace the macabre and celebrate things that are disguised or hidden. This cultural moment provided us a unique opportunity to highlight the deceptive nature of melanoma, showing the audience that a simple mole can hide a monsterous dangers behind.

Idea: We created ‘The scariest monsters’, a visually arresting campaign leveraging the iconography of Halloween to raise awareness about melanoma. Images of seemingly innocent moles are transformed into monstrous visages with messages highlighting the five key warning signs to help detect melanoma: asymmetry, border, color, diameter, and evolving. The posters were displayed in the hospital during the two weeks surrounding Halloween.