Kindred goes BAD and helps millions.
It’s been all go here at Kindred as we launched the UK’s first ever campaign to increase awareness of the importance of early detection in combating skin cancer, the UK’s biggest cancer.
Ultimate Skincare – an integrated campaign we’ve created and are delivering pro bono for the British Association of Dermatologists – kicked off with an event at House of Fraser Oxford Street where a top dermatologist and TV presenter, Sarah Cawood, opened our Ultimate Skincare pop up shop (take a peek at the pics here).
To get these messages across to a public we found are tired of being preached to about their health, we decided to tap into the nation’s fashion and beauty obsession by launching our very own beauty product. Ultimate Skincare looks like a high-end beauty cream but, once the lid is removed, the pot contains only a mirror and advice on how to check your skin for changes associated with early signs of skin cancer.
The PR and social media push is currently underway, our billboard ad is live on LED digital spaces across London (thanks to Clear Channel Outdoor for the free space) with TV, cinema and press ads to come. If that isn’t enough, our very sexy film is making its way through the blogosphere where up-and-coming model, Kim Thurman, reveals the real secret to beautiful skin.
Having had a potentially cancerous mole removed myself last year, skin cancer awareness is something I’m passionate about promoting. One person dies of the disease every four hours in the UK, but the survival rate is estimated at 99 per cent if skin cancer is caught and treated early. If more people checked their skin regularly for changes then thousands of lives could be saved each year.
The campaign will run throughout the summer – find out more www.ultimateskincare.org.
Posted and written by Katie Peden and Victoria Cole.
