The brief
The Practiceskintimacy site needed a public-facing companion that wouldn’t just generate awareness in passing but would catch people in the moment between bus stops and remind them their body counted. The brief: out-of-home creative that extended “Melanoma can affect every body” into transit, billboard, and community placement — without watering down the inclusivity promise the site was built on.
What I led
- OOH messaging and copy built from the same brand idea as the website, sharpened for the few seconds someone reads a transit poster
- Inclusive creative direction — casting and visual representation across ethnicities, genders, and ages, so the campaign read as it meant: everyone, not just one default body
- Cross-channel consistency — copy tone and call-to-action language mapped from OOH back through digital, social, and email so the entire campaign felt like one voice
- Public-health urgency balanced against the inclusivity frame — proactive skin checks without fear-mongering
Why it matters
This is the case study for any role where a brand promise has to survive the jump from owned channels (where you have a thousand words) to OOH (where you have three seconds). Same voice, different format constraint, no compromise on what the campaign was for.
The DTC site is still live at practiceskintimacy.ca.