Skin cancer is the #1 most prevalent form ofcancer, but people tend to think it's “just skin cancer” - no big deal comparedto other “more serious” cancers. Most people have no idea that more than 2people an hour die from skin cancer. As a Merkel Cell Carcinoma survivorserving as Chief Patient Officer at a major health care communications agency,together with the Skin Cancer Foundation, we crafted a pro bono campaign thatwould focus on driving early detection to save lives. Methods The campaign tapsinto critical insights from our research, including qualitative interviews withfoundation leadership, survivors, dermatologists, and clinical researchers.Co-creation workshops helped to refine the research insights into the campaignconcept and core messaging platform including television, print, outdoor,digital, and social media. Messaging platform We love the sun but we hate thedamage - we get checked when someone points out something suspicious. Whenpeople get to a dermatologist early enough to save their lives - they, or afamily member would say: “I saw something new, changing, or unusual.” Thatbecame our core messaging platform. Our key human insight Cancer is the enemy,not the sun. Our tagline became the two critical words my daughter Sarina saidto me that saved my life: “What's That?” The Big See: the cancer you can see Weshot the campaign on the beach in San Diego, using a comedian hidden behind amirror to engage passersby. People would stop to look and read the engagingfacts displayed as our comedian told jokes - because laughter is the bestmedicine. We wrapped hard hitting messages in humor: · 2 people an hour die ofskin cancer · 5 year melanoma survival = 99% when caught early; drops to 20%when not · 5 sunburns doubles your risk Bringing the campaign to the communityThe campaign continues to run in national and local streaming and digital mediaand is supported by the Big See microsite and social media. We folded theFoundations'Destination Health Skin Program into the Big See brand -giving people access to free screening through a traveling skin cancerscreening program. We are grateful to the dermatologists across the country whovolunteer to help us give free skin checks. Results We were invited to launchthe campaign on the creativity stage at the Cannes Lions festival, adding toour global reach. To date, we have raised over $75 million in donated media,driving thousands of people to get checked. Through our Destination Health Skinprogram, with the help of more than 600 dermatologists, we have provided nearly34,000 free skin cancer screenings. Our volunteer dermatologists haveidentified more than 13,000 suspected skin cancers and skin precancers,including 672 suspected melanomas.65% of Destination Healthy Skin participants have never beenscreened for skin cancer before. Conclusion The program continues to bring skincancer screening to at-risk populations to help detect cases of skin cancer,saving thousands of lives all across the country. We continue to expand effortswith support from our partners to include focused screenings efforts for keypopulations including men and Hispanic people who are less likely to usesunscreen or sun-protective clothing.