A postcard-perfect twist on skin checks
The Project
Australia and New Zealand might seem like paradise – but paradise comes with a catch. Some of the world’s harshest UV sits behind those blue skies. Health-conscious Aussies and Kiwis already know the risks, yet years of fear-based campaigns have made skin checks easy to ignore. MoleMap saw an opportunity to do something more culturally relevant – hijacking the look and feel of iconic tourism campaigns to turn “I’ll get to it” into “I’ll book a skin check with MoleMap.”
THE CHALLENGE
In Australia and New Zealand, awareness of skin cancer isn’t the problem. Years of traditional fear-based messaging mean most people know the risk. The real issue is the gap between knowing and doing – skin checks sit in the “I’ll sort it later” basket, even for people who see themselves as proactive about their health.
MoleMap needed to interrupt that pattern. The challenge was to tell a truth everyone already knows, but in a way they hadn’t seen before – helping people rethink their risk and choose MoleMap as the expert partner for living safely in the sun.
THE SOLUTION
The Problem with Paradise campaign uses the classic look and feel of travel ads to flip the conventional skin cancer narrative. Sun-drenched beaches, bright skies and idyllic backdrops present Australia and New Zealand in all their postcard charm. Then sharp, provocative headlines cut through the scene, reminding people that paradise comes with a catch – extreme UV and increased skin cancer risk.
Delivered across TVC, OOH, digital and social, in both Australia and New Zealand, the platform twists an iconic tourism aesthetic into a behavioural nudge. It steps away from clinical visuals and traditional fear-based messaging, using something more culturally relevant to grab attention and drive a simple action: stop putting off a skin check and book with MoleMap, the expert in early detection.
