More than a simple aesthetic issue, Calvicie is a health risk. Hairless people are exposed to twice the solar radiation and, therefore, multiply the possibilities of cancer. To raise awareness about this, the Brazilian brand of skin care products, Mommy Wata, has decided to combine humor and technology in a curious Calvos search.
The brand argues that “if you exposed yourself to twice, you need twice the protection”
Designed by the Creative Agency Artplan, the campaign is titled “Faces Calvas” and with it encourages clients without hair to scan their heads to receive two solar creams at the price of a. Mami Wata has developed a facial recognition application that allows identifying the faces they form The folds in the rear of the heads. Technology is available on a website, from which customers can validate the promotion.
To communicate it, the brand has a humorous tone spot, with Crème Company production, in which different bald people use the application to obtain the discount. Under the concept “If you expose yourself to the double sun, you need twice as much protection”, Mami Wata seeks like this raise awareness about the health problem of skin cancer, from a light and memorable approach that invites the memory.
“Calvas faces” has already been activated in The brand’s social networksand plans to collaborate with two famous people-and Calvas-from Brazil: the former Olympic Nader Fernando Scherer and the actor and comic Toninho Tornado, who will use humor to explain what his experience with the initiative has been and try to raise awareness about the danger to which people with alopecia are exposed.
The campaign, on the other hand, integrates a series of graphics They will seek to amplify their message on the official Mami Wata platforms and in other digital environments provided for in planning.
“Our challenge was to communicate in a human and accessible way the severity of this health problem”, Explains Rodrigo Almeida, creative director of Artplan, in a statement.“We believe that humor, when used with care and empathy, can be a bridge towards awareness and change”
As explained by the brand in reference to WHO data, around half of men with more than 50 years around the world suffer some type of alopecia. In Brazil, the country where the campaign has been activated, this would leave some 42 million people exposed to the danger of the sun.
It is a problem that is not usually paid, that the brand puts on the discussion table ingeniously. “Can humor be used to talk about serious issues? On many occasions, the reality is that it is the best way to do it“, concludes Pedro Galdi, creative director of Artplan, in his LinkedIn profile.
More info: “Bald Faces”
