Peruvian Laundry Brand Uses ‘Stains’ to Highlight the Importance of Testing for Skin Cancer

Hand in hand with VMLY&R Peru, Opal is looking to raise awareness on skin cancer.

For Mole Day – a day in Peru dedicated to skin mole awareness – the laundry detergent brand, known for relying on a different formula for each type of stain, launched its campaign to raise awareness regarding the importance of prevention and early diagnosis to fight melanoma. One of the most dangerous types of skin cancer, it's very common in Peru due to the country having the highest UV radiation in the world.

Using pieces produced under the supervision of professional medical specialists and a macro photography expert, the campaign showcased outdoors, print, and social media ads, inviting the public to get tested to control their skin health by means of a QR code present in all communications.

As a result of the campaign, a significant increase in rule-outs were recorded compared to the previous year, and it was also identified that the number of men that got tested increased threefold.