Description
In Brazil, where football culture is obsessive and melanoma is a growing but often overlooked threat, the Brazilian Melanoma Institute needed a way to break through health message fatigue and change behavior. Partnering with iconic club Botafogo, the Institute subverted sports sponsorship by placing a tiny, mole-like dot on the back of players’ jerseys, exactly where 40 percent of melanoma cases occur in men. The mark appeared during major matches for months without explanation, mirroring how melanoma often exists in plain sight yet goes unnoticed.
The silence ended with a press conference revealing that the dot had been melanoma all along, instantly reframing what fans, commentators, and media believed they had been watching. The reveal sparked national conversation, driving millions of views, a sharp rise in melanoma searches, and tens of millions of earned impressions. By using the rituals and scrutiny of football itself, the campaign turned invisibility into its most powerful message and shifted melanoma awareness from passive information to personal realization.
This professional campaign titled 'Unnoticed Sponsorship' was published in Brazil in January, 2026. It was created for the brand: Brazilian Melanoma Institute, by ad agency: AREA 23, an IPG Health Company. This Integrated medium campaign is related to the Health industry and contains 4 media assets. It was submitted 3 days ago.
