The objective was to inform people about the importance of their skin. We wanted to warn them against melanoma, a very serius disease that kills 700 people every year in Spain.

To prevent skin cancer, has been launched a new treatment: the immunotherapy. Several clinical trials have shown the efficacy of this, and increase of life expectancy.

We can all be victims, so we are all target of this kind of campaign: young and old people, families... As a prevention campaign, we didn´t need the target to know the brand or a certain product, just inform them about the dangers of the disease.

Before buying anything, we always check there is nothing broken or dirty, but when it comes to ourselves we do not care that much. So we put a brown spot as it it were a melanoma on more than 7.000 clothes in a popular market in Madrid, and used them as the media to communicate our message: "If you care about spots on your clothes, why not care about those on your skin?"

As it was a consciousness-raising campaign, we did not have much trouble finding the shops and brands that collaborated with us. They understood perfectly the importance of this campaign and knew they had the tools we needed to deliver our message.

More than 40 shops were involved, not just by letting us put the spots and labels on their clothes, but also interacting with people and explaining why we were doing this. Wich helped us make it even bigger and reach more people. Besides, we had press, radio, and TV covering the news.

It is a simple but inspiring idea that anyone could understand easily right after seeing the spot on the clothes and the label with the message. It´s a contradiction itself, why do we actually worry so much about buying a shirt with a dirt spot on it, and yet not notice a spot the same size on our skin.

More than 40 shops and 7,000 clothes took part inthe action. Reaching more than 20,000 people.

Besides, many national and local media echoed the news. And, what´s most important: visits to dermatologists increased a 14% during the summer in Madrid.