At-risk men pay almost no attention to skin health, but are active online when it comes to sports information. So Melanoma Exposed leveraged a strong NFL partnership to capture attention. The website’s “Coach’s Challenge” engaged men with interactive melanoma education and guides to local screenings. With the “Forward Pass” tool men alerted Facebook friends about melanoma risk in home states. With the “Goalpost Avenue” game (online and app) men kicked field goals in their neighborhoods via Google Street View. As the game escalated, men leveled up their melanoma understanding, with a design of driving specific actions: screen, protect, know, tell.

Knowledge of melanoma nearly doubled from 28% in 2011 to 55% in 2012. 81% of respondents reported being more knowledgable about melanoma. 20K 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.