Brazil has the highest rate of solar radiation in the world. On top of that, over 70 million Brazilians work under the sun all year long. It’s not surprising that skin cancer is the most common cancer in Brazil, with melanoma causing 75% of skin cancer deaths.

And 99% of these deaths could have been prevented with an early diagnosis. This is not difficult, because it is possible to identify melanoma with only the eyes. In fact, a visual inspection of suspicious skin lesions by a clinician using the naked eye is usually the first of a series of 'tests' to diagnose melanoma.

Even though it is an easy and simple test, people die from melanoma simply because they don’t have the knowledge to identify the odd moles effectively.

The objective was to make people aware of the importance of self-examination and knowing how to identify odd moles.

The idea was launched on social media and almost immediately became a social hit, garnering 60 million views in less than 24 hours.

And then the impossible happened. With no paid media, more than a dozen Brazilian celebrities and even a CNN reporter showed their support online. One celebrity is a very famous TV host named Sabrina Sato with 31.5 million followers and the other is a very famous singer named Simaria with 27.9 followers.

The CNN journalist said that "DiagnostiCookies is an idea that will help many people discover melanoma in time to treat it safely!"

We also had 320% increase in clinic website views.

Our main insight was that healthy and unhealthy moles look like cookies - and Brazilians love cookies. They are sold everywhere, from almost every coffee shop to cookie kiosk. Why not turn this passion into an awareness campaign that can save lives?