“Lunars are beauty symbols, but when do they stop being?”
Between 2020 and 2040 new cases of cutaneous melanoma could increase more than 50% worldwide, according to the International Agency for Cancer Research (IARC). And up to 250% in some areas of Mexico. It is a situation that La Roche-Posay Mexico has decided to address integrating into the “skincare” trend of social networks, with an educational campaign to teach Prevent skin cancer Among the youngest.
“There are five letters that can save your life, and they are as simple as ABCDE”
As the brand explains in a statement, only 3.9% of Mexicans examine their moles at least once a year. And yet, this melanoma is treated with a forecast in 95% of cases. Thus, the brand has activated “the routine that saves lives”, an initiative designed by the agency Betc Paris which relies on influencers to convey the importance of early detection.
In a first phase, La Roche-Posay gathered the creators of content Anna Sarelly, Patricio Quintana, Pamela Moreno, Nath Castillo and Pau Florence, in a masterclass taught by dermatologist Paola Castañeda. Here the influencers could Learn the ABCDE method -Simetry, edges, color, diameter and evolution- that is used globally to identify signs of melanoma.
Then he has encouraged them to create their usual beauty content, but including the Lunar recreation with melanoma signs. “They are the artists, so I am going to teach them to make moles with characteristics of melanoma, so that they include them in their beauty routine, and thus start a conversation with their communities that could save lives”, Explains Castañeda in the audiovisual piece of the campaign, with production of Palmar Production.
The creators have published their usual content, showing their makeup process, the techniques that apply or the products they use. But crushes inspired by real warning signals have also been drawn to a possible melanoma. What has caused the reaction of his followers.
“Very beautiful, but why this great mole?“,”That mole looks supercancer. I thought it would be a point“,”I liked everything, except lunar because it looks like those who have hairs”, Are some of the comments that influencers have received in their contents. Just a few days later, the creators have published a second video in which They explain the initiative and detailed what the ABCDE method consisted of identifying melanomas.
In addition, the Roche-Posay organized on April 21 another masterclass led by Paola Castañeda live on the brand’s Instagram profile. The influencers, in addition to encouraging their followers to go to review with the brand’s collaborating dermatologists, served here to promote participation in this event.
“With World Melanoma Day just a few weeks, on May 5, this campaign reinforces our commitment to the prevention and detection of skin cancer“, indicates the brand in the statement, in relation to all the initiatives that it develops both in prevention and with disease patients. “We have carried out work for more than 25 years through educational campaigns and free reviews in different countries”
In this sense, the Roche-Posay also has the initiative and platform Cancer-support.comfrom which he works with the International Union against Cancer (IICC) and the multinational Association of Supportive Care in Cancer (MASCC) to offer free resources on support care for people with cancer, their relatives and health professionals.
