Seasonal Skin Cancer Campaigns

Bristol Myers Squibb Canada has introduced seasonal skin cancer campaigns through 'What Summer Leaves Behind,' a visual awareness initiative developed with TANK Worldwide and Ogilvy Health. The campaign uses autumn leaves to illustrate melanoma warning signs, encouraging Canadians to recognize potentially concerning skin changes beyond the summer months.

The creative concept connects irregular leaf shapes, uneven edges, varied colors, and changing appearances with the ABCDE guidelines for identifying suspicious skin spots. Launching in Calgary during the CAMO Annual Scientific Meeting, the bilingual campaign features airport advertising, downtown digital displays, and location-targeted mobile placements.

For healthcare organizations, this strategy demonstrates how familiar seasonal imagery can make medical information more accessible and memorable. The campaign also highlights opportunities for pharmaceutical companies and advertising agencies to strengthen public health education through visually engaging messaging and strategically placed communications.