Although there are many types of skin cancers, melanoma is the deadliest form and men are almost twice as likely to die from it as women. Research revealed that men’s passion for sports could lead to real interest in a melanoma awareness campaign. Melanoma Exposed online made active use of Superbowl-winning coach Bill Cowher who, having lost his wife to the disease, provided credible influencer status, giving content added thought leadership positioning. The Facebook-linked “Forward Pass” generated state-specific risk content and promoted goodwill, “be aware” conversation among friends. Pioneering use of Google Street View put a visitor’s neighborhood as backdrop to education and “edutainment” gameplay.

In the end, the campaign raised knowledge of melanoma from 28% in 2011 to 55% in 2012. And after the first 8 screening events, 500 potential cancers were identified and 26 were melanoma.

Research showed that men would connect with a melanoma awareness campaign *if* channeled through sports. Online presence of the target of +45 men is high, with over 22 million of them “social gamers.” The website was hosted by a Superbowl-winning coach, whose wife died from melanoma. Google Street View turns a visitor’s neighborhood into the backdrop, "localizing" that gives context to interactive disease education. This is also in the game, with bonus “edutainment” q&a to boost the challenge. All together, elevated understanding, encouraged screening and promoted sharing equal BMS’s mission to help patients prevail over serious diseases.

Knowledge of melanoma nearly doubled from 28% in 2011 to 55% in 2012. 81% of respondents reported being more knowledgable about melanoma. 20,000 were “edutained” playing Goalpost Avenue. After the first 8 screening events, nearly 2,000 people were screened — over half had never had a screening before. 74% said they would go to a doctor for a screening. 86% would recommend screenings to friends. 500 potential cancers were identified. 26 were unconfirmed melanoma, 1.4% of the screened population — over-indexing against the national average of .02% incidence. And lives were almost certainly saved.