A new skin cancer awareness campaign from Argentina takes racist prejudices and uses them in an unusual, and highly provocative, way.
Created by The Community for LALCEC (Liga Argentina de Lucha Contra el CÃ¡ncer), the films and print ads focus in on three ethnic groups -- black people, Muslims and Latinos -- and use racially prejudiced language to describe what appears to be the people as the camera zooms in towards them.
"They're cruel, they're capable of the worst...they're a threat that knows no boundaries," says the voiceover in the Muslim film, while the Latino execution tells us: "They arrive without permission and take everything you have." "Their color, their appearance...there are plenty of reasons to be suspicious," goes the film featuring a young black man in a hoodie, seen here.
However, as the camera zooms in closer, we see that it's actually focusing in on a mole -- and we realize that the language is being used to describe skin cancer. LALEC has been running the campaign around worldwide melanoma prevention and awareness day on May 23.
While the campaign seems deeply provocative, and we're sure it could offend some, Jose Molla, founder and chief creative officer at The Community, said, "To make sure people don't ignore the symptoms of skin cancer, we needed a campaign that was hard to ignore as well."