Peter Maccallum Cancer Centre Print 'Odd Spot' by CHE Proximity Australia

'Odd Spot'

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Industry Hospitals, Healthcare facilities & Medical Services, Against Cancer
Media Print, Magazine & Newspaper
Market Australia
Agency CHE Proximity Australia
Executive Creative Director Richard Ralpsmith
Art Director Aaron Lipson
Released December 2012

Credits & Description

Readers of Melbourne daily newspaper The Age check the 'Odd Spot' an odd fact on the front cover, religiously. If only they checked the spots on their own bodies with the same rigor, the occurrence of melanoma deaths would be vastly reduced.

Using the 'Odd Spot' and the media space adjoining it in a completely original way, CHE proximity created a very different campaign for Peter MacCallum, the largest cancer research group in Australia.In a first, the Editor-in-Chief agreed to change the appearance of the Odd Spot every day for five days.

Beside the changed Odd Spot, we used the 2.2cm square with the message âOdd Spot changed?â we then directed readers to their doctor and the website for melanoma information.

With the aim of increasing referrals and check-ups, the 'Odd Spot' saw Peter Mac become front-page news and compelled scores of Melbournians to check their own spots regularly too.

Category: Charities & appeals
Client: Peter MacCallum Cancer Centre
Agency: CHE proximity Melbourne
Executive Creative Director: Richard Ralpsmith
Art Director / Copywriter: Chris Rogers
Art Director: Aaron Lipson
Copywriter / Art Director: Chris Ellis
Senior Account Director: Alana Mason