The challenge consisted in strengthening Opal’s positioning as expert stain remover with a message that would impact both men and women aged 18 and over in Peru.

As relevant information, worthwhile mentioning is that Opal is the only laundry detergent in Peru that has developed different formulas for each type of stain.

Opal, the stain expert detergent, realized that there is a type of stain that can not be removed with any of its formulas: Melanomas, a type of cancer with increasing mortality year by year in Peru, the country with the highest uv radiation in the world. Opal teamed up with a dermatologist and an expert in macro photography and managed to make melanoma spots look like stains on clothes.

Through a print and outdoor campaign and with the help of The League Against Cancer, people scheduled checkups with cancer specialists just by scanning a QR.

In order for our message to connect with more Peruvians and be more relevant, we locate the billboards with the greatest exposure in the cities of Peru with the highest UV radiation index.

Target: Peruvian men and women over 18 years old.

We searched for people with melanomas in the form of spots on their skin, and with the help of a dermatologist, we selected candidates for the campaign. The chosen individuals were then photographed by an expert in macro photography, who managed to make the spots resemble clothing stains on the skin. The campaign was launched on February 5, which is known as "Mole Day" in Peru, and the graphics were displayed on prints, outdoors and posters nationwide. As a result, we obtained more than 5,000 preventive skin checks in less than two weeks.

Opal has reaffirmed that it is an expert in identifying spots by taking care of discarding possible melanoma spots. This type of cancer is the most common in Peru, which has the highest UV radiation levels in the world.

Consumers appreciated Opal's initiative and participated massively in the free screenings. They scanned QR codes and attended their scheduled appointments, resulting in more than 5,000 screenings in less than two weeks.

Several media outlets were interested in the campaign and replicated the initiative, inviting more people to have a preventive check-up. As a result, we obtained $650,000 worth of free press.

We managed to find 20 cases of skin cancer. These cases are now being followed up, resulting in a 35% increase in the total number of check-ups. We also surpassed a record in attendance by men, increasing their participation by 300%.