90% of skin cancers can be cured if detected in time, in particular by keeping an eye on blemishes and beauty spots, on the lookout for signs of melanoma. This is the simple and effective preventive measure that La Roche-Posay, dermatological laboratory specializing in sensitive skin, wanted to shed light on. But since most people pay more attention to the health of their loved ones instead of their own, rather than encouraging them to check their skin, we invited them to check the skin of the people around them. With a simple message: “If you love someone, keep an eye on their beauty spots”, delivered ina tender, elegant and off-beat tone to avoid dramatizing the issue.

Following an initial launch via a number of influencers, the international campaign "Become a skin checker" was rolled out in the press, in points of sale, on digital media and on television. A dedicated website allowed the public to learn the ABCDE screening method, track the growing number of “skin checkers”, and set up a free consultation with a dermatologist. Launched in 2015, the campaign inspired over 118 million people to become skin checkers in 38 countries.And besides being very well received by the public, the initiative was also widely hailed by the healthcare community.