Bristol Myers Squibb Canada is partnering with TANK Worldwide and Ogilvy Health on a new “What Summer Leaves Behind” skin cancer awareness campaign.
The campaign uses the familiar sight of autumn leaves changing color as a “visual reminder of the ABCDE warning signs of melanoma” and other skin cancers, BMS Canada said in a statement.
The ABCDE warning signs include asymmetry, irregular borders, color variations, diameter and evolution, or changes over time. Many of these characteristics can also be seen in autumn leaves, making them a seasonal reminder for Canadians to check their skin.
The bilingual French- and English-language campaign debuts in Calgary during the Canadian Association of Medical Oncologists Annual Scientific Meeting, Nov. 5-7.
“In health communication, the biggest barrier is often getting people to notice what is hiding in plain sight,” said Marty Martinez, chief creative officer at TANK Worldwide and Ogilvy Health, in a statement.
“We saw an unexpected visual connection between the irregularity of autumn leaves and the ABCDE warning signs people are taught to look for on their skin. By bringing those two things together, we're turning something Canadians see every fall into a simple reminder to pay attention to changes in their skin.”
BMS markets the combination treatment Opdualag, along with Opdivo and Yervoy, for various stages of melanoma, the most dangerous form of skin cancer.
Opdualag, the newest of these drugs, which received FDA approval in 2022, generated $367 million in worldwide sales in the third quarter, while Yervoy, the oldest of the three, brought in $793 million.
Opdivo, BMS' biggest-selling oncology drug, which has multiple indications including melanoma, generated $2.37 billion in worldwide sales for the quarter. The drug competes with Merck's megablockbuster Keytruda, which has several melanoma indications along with approvals for a host of other cancers.