Creative Strategy Statement 

Campaign will target men and women, 18 to 24, and promote early detection of melanoma by administering self-tests.  By presenting facts that instill fear, we will convince them to take action.

Advertising Plan

Key Fact:  Only 29% of the target audience perform melanoma self-tests. 

Advertising Problem:  Currently, there is not a campaign promoting individuals to check themselves for melanoma. 

Advertising Objective:  To increase individuals in the target audience to administer self-tests to 50%.

Target Audience:  College-aged trendsetters, proactive individuals, individuals who spend a lot of time outdoors, Spring Breakers 

Competition:  Indirect Competition -  Tanning salons, denial, public perception of beauty, tanning oils, lack of knowledge 

Key Consumer Benefits:  Save people’s lives

Support:  Campaign will exist as print ads, outdoor ads, a press kit, and series of fashion show events.  Design will include graphics of melanoma patients and stated facts.

Tone Statement:  The serious tone of the campaign will use fear to provoke action.

Mandatories and Limitations:  Print ads and outdoor ads will include logos of American Melanoma Foundation, American Cancer Society, and Ad Council.  Event promotional materials will include logos of MTV, Quicksilver/Roxy, Neutrogena, American Melanoma Foundation, American Cancer Society, Ad Council.