New Blood Entry — The You Tour
Award: Yellow Pencil
21Grams / 2021
Today young people of color have the ability, means and freedom to travel more than any other generation before them. This has led to the rise of the black travel movement, and them exploring new places like never before. However, there is one place few of us have truly gotten to know: our own bodies. This causes the skin cancer melanoma to thrive because the malignant moles aren’t spotted early enough. So to raise awareness about melanoma among young people of color and black skin, we create the campaign The You Tour.
We reframe the body as a landscape of must-see places to make them explore their bodies and become aware of the signs of melanoma.
Transforming a curiosity for traveling into a catalyst that gets people to recognise the signs of melanoma and get diagnosed earlier.
What did the judges have to say?
"The You Tour was a well-crafted idea that was smart in its execution and partnership. It stood out because of its uniqueness in pairing travel with melanoma and empowering the individual to tour themselves regularly."
Yolanta Boti, Creative Copywriter, Ogilvy London
"While brand partnerships aren’t unique in campaign work, this brand partnership was rooted in a new insight that was relevant to the audience. It was unexpected and, quite frankly, genius. It was one of the few that put the individual at the heart of the partnership as opposed to the brand and beautifully engaged the audience to respond to checking themselves for signs of cancer. Outstanding work."
Nene Parsotam, Executive Creative Director, VINE Creatives
"Taking the way we talk about travel and applying that to looking a little bit closer at your body, I thought that was just incredibly impactful."
Kalle Everland, Creative Director, Freelance