In Front of Your Eyes: Raising awareness about head and neck cancer with humor
Every year in France, 15,000 new cases of head and neck cancer are detected, often too late. To raise public awareness of the early signs of the disease, an original campaign was launched, using a humorous and impactful tone.
The central idea revolved around Ben Auèrelle, a fictional character featured in a short comedy film. In the video, he tells a joke to his colleagues, family, and friends, unaware of the telltale symptoms of the disease: throat or ear pain, difficulty swallowing, a blocked nostril, a lump in the neck, or frequent choking.
Broadcast on Facebook, Instagram, and YouTube, the campaign was also supported by a media plan involving press coverage.
Expose Your Skin: A collective artwork to break the taboo on skin diseases
Skin diseases remain a taboo subject, often stigmatized, preventing many patients from speaking out. This campaign aimed to open up the conversation through an artistic and interactive approach, allowing the public to express their emotions about these conditions.
The concept was based on an evolving digital artwork, generated by artificial intelligence. Each participant could submit a keyword describing their emotion, which was then transformed into a unique image and integrated into a collective mural. Displaying this artwork in strategic locations, such as La Défense and a dermatology conference, helped maximize its impact.
With hundreds of participants and extensive media coverage, including television features, the campaign generated significant engagement. Analysis of contributions revealed variations in emotions across different cities, illustrating diverse perceptions of skin diseases and reinforcing the importance of dialogue with patient associations and healthcare professionals.
A well-deserved recognition for these campaigns that raise awareness and mobilize support for essential causes. The award ceremony will take place in London on April 2, 2025.
