To get people to detect possible skin diseases at an early stage, we developed an ad that turns our cell phones into a skin disease detector. In a direct way, we delivered a filter that transforms the led light emitted by the flashes of cell phones, into UV light. Under the effect of this light, the spots and anomalies that are normally invisible to the naked eye, become visible, shining or increasing their contrast.

The filter is placed in different media so that more people have access to it.

We published in several media, an ad that included a translucent plastic filter of violet color and with instructions on how to use it with the led light of the cell phone, to transform it into a diagnostic tool. The campaign lasted several weeks, it was published in different media and it reached a massive audience.

The campaign reached hundreds of people and had a very good impact in both the media and health entities.

In the Argentine Association of Dermatology, hundreds of consultations and calls were received. An increase of 260% compared to previous months.

Today, the Association is a reference and many doctors and media consult it.

We use the medium not only to transmit information, but as a tool to detect an early diagnosis of skin diseases, making it available for everyone.

Although many people may suffer from a skin condition, they live their normal lives without knowing it. Usually, visits to a dermatologist are made when diseases present more advanced symptoms and at that point their treatment becomes more complicated for the specialist to treat. We noticed that dermatologists could observe these conditions, even when they seemed invisible to the naked eye, using the UV light generated by the wood lamp. So we developed a filter that can be applied to a cell phone, a device of massive use, to generate a type of light similar to the one generated by these lamps. We added the filter in multiple ads with information on how to use it and this way we created a diagnostic tool available to everybody with a clear call to action, "If you detect any anomalies in your skin, visit a dermatologist."

Doing preventive medicine, for the area of dermatology, is a difficult task. Most of the patients resort to a doctor of this specialty when they manifest visible symptoms that interfere with their normal life. Starting with the treatments when the diseases are in advanced stages. The goal is to prevent diseases before they even develop.