The Newspaper as Creative Medium
In Australia, Skin Cancer Warning Takes Advantage of a Newsprint Quirk
Australia has one of the highest rates of skin cancer in the world, and, in order to raise awareness about the disease, Victoria's Cancer Council used a newspaper's "grab marks" (used in the printing process to hold the paper to the machines) as a creative vehicle. The charity printed onto the grab marks to make them look like a mole, and the ad then reminds people to get their moles checked.
These grab marks feel raised where the paper has been punctured and are positioned in the margins of the newspaper. The message read, "If your mole starts to feel like this, see a doctor," along with: "If a flat mole becomes raised, get it checked."
~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.
RSS Feed
RSS (What is RSS?)
Tara Anne Michels, Ph.D.
www.messagedriven.com