The Minority Melanoma Paradox: Where Black patients, although less likely to develop melanoma are more likely to die from it.
A 2018 study revealed that in 4 major medical US Textbooks, across over 4000 images of conditions, only 4.5% showed dark skin types.
Underlying racial bias has created healthcare disparities in medicine across the world. It has shaped the way patients are treated and doctors are taught. So, it’s no wonder there’s an inherent scepticism around dermatologists with many POC.
Introducing; Join The Fam a three-phase campaign intended to first disrupt audiences into action and challenge societal norms of healthcare, then raise awareness of skin cancer and drive earlier diagnoses in People of Colour through community led education.
This student campaign titled 'Join The F.A.M' was published in United Kingdom in March, 2021. It was created for the brands: 21GRAMS and BlackandBrownSkin, by ad school: Ulster University. This Integrated medium campaign is related to the Health and Public Interest, NGO industries and contains 10 media assets. It was submitted about 1 year ago.
Advertising School: Ulster University, Belfast, United Kingdom of Great Britain and Northern Ireland
Creator/Lead Creative: Emily Osborne