Now, whenever you’re in the sun, so is melanoma.

Melanoma Patients Australia and George Patterson Y&R created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities. A unique algorithm found and responded to popular hashtags and geo-located images. It sent millions of tailored messages, straight to our hard-to-reach audience; right when it could make the most difference. By clicking on the profile they could check for melanomas and learn about prevention.

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