NOT JUST A SPOT by Rodgers Townsend for Come Out Swinging, NFP

NOT JUST A SPOT

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Industry Against Cancer
Media Design & Branding
Market United States
Agency Rodgers Townsend
Associate Creative Director Steve Laliberte
Executive Creative Director Michael Mccormick
Copywriter Ryan Mcmichael, J Chambers
Released March 2011

Awards

Caples Awards 2012
Digital Print collateral, non-mail Finalist

Credits & Description

Category: Posters
Advertiser: COME OUT SWINGING, NFP
Product/Service: SKIN CANCER AWARENESS
Agency: RODGERS TOWNSEND
Executive Creative Director: Michael McCormick (Rodgers Townsend)
Copywriter: Ryan McMichael (Rodgers Townsend)
Associate Creative Director: Steve Laliberte (Rodgers Townsend)
Copywriter: J Chambers (Rodgers Townsend)
Production Artist: Evan Willnow (Rodgers Townsend)
Media placement: Cruel Intentions Poster - Doctor's Offices And Community Boards - 1 March 2011
Media placement: Darker Side Poster - Doctor's Offices And Community Boards - 1 March 2011
Media placement: Not Just A Mole Poster - Doctor's Offices And Community Boards - 1 March 2011

Describe the brief from the client
Come Out Swinging is a non-profit organisation leading efforts to raise skin protection awareness and research funds for the fight against Melanoma – the fastest growing form of all cancers in the US. We were asked to develop a memorable campaign to help raise awareness to the unforgiving realities of this deadly disease.

Describe the challenges and key objectives
These days, you cannot go into a major US retailer without seeing dozens of products and/or packaging wrapped in pink to support Breast Cancer awareness. Despite the fact that Melanoma is the fastest growing form of all cancers in the US, it lacks that level of public awareness and support needed to open more people's eyes to its increasing danger. Our campaign needed to make people think twice about the consequences of not taking skin protection seriously, and drive visits to the Come Out Swinging website, to learn more about our efforts to lead the fight against Melanoma.

Describe how you arrived at the final design
Most are quick to dismiss the seriousness of melanoma and skin cancer in general. We needed to expose the hard truths that even something as inconspicuous as a mole on your skin can have deadly consequences. Developed around our ‘Respect the Spot’ rallying cry, our campaign helped drive that point home.

Give some indication of how successful the outcome was in the market
The posters played a key role in shaping Come Out Swinging’s brand, and became a driving force behind its ongoing advocacy efforts. In fact, the organisation saw more than a 400% increase in traffic to its website – comeoutswinging.org – within the first month of distribution alone.