SFC Group | Self-ProMoletion | Print Campaign

We're a woman-owned agency hell-bent on making a difference in the agency world. And while we've demonstrated our expertise over the past 5 years through award-winning work for clients, it was time to put our creative acumen to work marketing ourselves. So we created a graphics-heavy campaign with a dual purpose — raising awareness around a common and deadly disease while highlighting our healthcare expertise and bold creative.
Unlike traditional marketing campaigns focused on promoting products or services, awareness campaigns offer a broader scope, allowing us to think outside the box and spread our creative wings. May was Melanoma and Skin Cancer Awareness Month, which presented a singular opportunity for our creative team to come up with something truly unique to set ourselves apart as both creative and 100% healthcare focused. Our target audience included small to mid-sized pharmaceutical, biotech, and healthcare companies looking for a creative agency to give their brand its day in the sun.
Melanoma is ugly. The physical appearance of melanoma lesions can often be irregular in shape, asymmetrical, and variegated in color. But not only is it physically unpleasant, it can have deadly consequences, making it "ugly" in more ways than one. Tongue-in-cheek copy paired with "less-than-beautiful" graphics are ideal for demonstrating the ugliness of melanoma. Digestible chunks of information focused on the ABCDEs of assessing moles keep content focused and memorable.
The planning process for this project happened at warp speed and was a collaborative effort. After striking upon the idea over the weekend, the team had a week to bring it all together. Two emails, a series of postcards, a blog post, and several social posts were all written, designed, and produced, all driving to a unique web page: HolyMol-e.com. Finally, a series of print ads, each focused on an A, B, C, D,or E, was offered as a free download on the web page. It was an all-hands-on-deck effort that produced a beautifully unique awareness campaign, both for melanoma and for ourselves.