1 in 5 people will develop some form of skin cancer in their lifetime. And melanoma is the deadliest type. Treat it early and it’s 99% curable. But treat it late and it could be too late. When survival depends on early detection, it’s vital people check their skin regularly for the early signs. The problem is that hardly anyone does.

There are thousands of health apps designed to help detect the early signs, but only 4% of people in Germany use disease prevention apps. So as a brand that stands for healthy, protected skin, NIVEA Sun wanted to put melanoma awareness somewhere people could not ignore it.

And they did, by sticking it directly onto people’s skin.

The Melanoma Plaster: a simple plaster printed with the early signs of melanoma, to become a powerful reminder for people to check their skin each time they use one. As melanoma can affect anyone, a common household product that people keep in their homes was the ideal medium to deliver this life-saving message. And as you stick it directly onto the skin, it reaches people in a way that technology does not – intercepting in a moment of self care.

5000 boxes of plasters were given to customers at NIVEA stores in Germany. Boxes contained 10 medical-grade plasters, each printed with a photo-realistic melanoma depicting one of the five key early-stage symptoms, following advice from a dermatologist. The plasters were also crafted in a variety of skin tones, to show people how melanoma could appear on their own skin.

The packaging itself was designed to be a melanoma detection resource: the ABCDE of melanoma printed on each box guides people through the symptoms, while a QR code links people directly to NIVEA Sun’s melanoma awareness portal. On the front a bold message stands out to urge people into action: ‘this could help save your life’.

The in-store launch that was supported by out-of-home and digital communications. And on social media, influencers shared plaster unboxings with the hashtag #SaveYourSkin.

In total, 5000 boxes of plasters made their way to NIVEA stores, and the first batch needed restocking just two days after the launch. Supported by communications on various media channels, traffic to NIVEA Sun’s Skin Cancer Awareness portal multiplied, marking a new chapter in NIVEA’s fight against skin cancer.