SEE MY SKIN

Systemic racism and deep-rooted healthcare inequities in the U.S. lead to misdiagnosis and untreated conditions. With a brand purpose of Equitable Skincare for All, Vaseline® set out to do something about the lack of diversity in dermatological imagery. This was not just a user experience problem, but an equity issue too.

Our team concepted, researched and designed a campaign that focused on the intersection of healthcare and emerging technologies, working with the notion that getting left behind now could impact the community for generations to come.

We created the worlds most diverse medical image library of skin and skin conditions, showing how they present on skin of color. This database would help break down barriers to equitable care by offering a resource to dermatologists and patients alike.

The results have been 3.1 Million equitable skin care experiences.
900MM+ earned impressions in 2 weeks.
Action taken by 48% of site visitors and 1,430% increase in people seeking dermatological care.

Check out the full case study HERE
Get the Experience HERE

Campaign: See My Skin
Company: Edelman
Client: Vaseline

Executive Creative Director: Matt Zavala
Associate Creative Director: Sonja Johnson
Copywriter: Morgan Peterson

AWARDS 2023
Cannes Lion | The One Show | The Webby Awards | D&AD | Clio | Andy Awards | London International Awards | PR Purpose Awards | Digiday Awards | ANA Multicultural Awards | Effie Awards |
Gerety Awards |4As

2023 Cannes Lions
Grand Prix | WARC - Brand Purpose
Gold | Brand Experience & Activation | Healthcare
Silver | Brand Experience & Activation | Culture & Context Corporate Purpose & Social Responsibility
Bronze | Digital Craft | Data & AI - Curation of Data

2022 Cannes Lions
Gold Lion | Sustainable Development Goals
Bronze Lion | Health and Wellness
Shortlist | Direct

2023 The One Show
Fusion Pencil
Gold | Integrated PR Campaign
Gold | Multicultural Impact
Silver | Public Relations
Bronze | Utility
Merit | Integrated Campaign

2023 D&AD
Graphite Pencil | Integrated | Health and Wellbeing
Wood Pencil | Direct |/Health & Wellbeing
Shortlist | Direct | Digital
Shortlist | Digital | Health & Wellbeing
Shortlist | Impact | Initiative

Effie Awards
Gold | Social good | Diversity, equity & inclusion / positive change 
Bronze | Disease awareness & education | Pharma, corporate, health & wellness / Multicultural / Products
Shortlisted | Multicultural Product

2023 Digiday Awards
Winner: Best Creative
Winner: Best Use of Social 

2023 Webby Awards
Winner: Advertising, Media & PR Public Service & Activism
Winner: Website & Mobile Site Response Innovation 2023

2023 Clio
Gold: Public Service | Cause Related
Gold: Public Relations | Multicultural
Silver: Digital Mobile | Website
Bronze: Digital/Mobile | Multi-Platform/Cross Channel Storytelling or Experience
Bronze: Direct | Digital/Mobile
Bronze: Partnership/Collaboration

American Association of Advertising Agencies (4A’s)
Winner: Grand Prix
Gold: Healthcare Strategy
Gold: Product/ Service Creation Strategy

2022 London International Awards
Gold: Health & Wellness 
Silver: Digital / Beauty

ANA Multicultural Awards
Grand Prize: Digital, Social, Mobile

2022 PR Week Purpose Awards
Winner: Best DEI
Winner: Best Health
Winner: Best Use of Creativity
Winner: Best Use of Digital/Social Media
Winner: Most Purposeful Activation

2023 The Andy Awards
Andy Award: Idea Reset

2023 Gerety Awards
Integrated Grand Prix