PO.ADV02 · 患者倡导
“那是什么？”——这个救了我一命的问题，催生了“The Big See”多媒体皮肤癌意识宣传活动（2019年启动至今）
"What's that?" The question that saved my life and fueled "The Big See," a multi-media skin cancer awareness campaign (launched in 2019-present)
作者与单位 Authors & Affiliations
摘要 Abstract
中文摘要
皮肤癌是发病率排名第一的癌症类型，但人们往往认为它“只是皮肤癌”——与其他“更严重”的癌症相比不算什么大事。大多数人根本不知道每小时有超过2人死于皮肤癌。作为一名默克尔细胞癌（Merkel Cell Carcinoma）生存者，同时担任一家大型医疗保健传播机构的首席患者官，我与皮肤癌基金会（Skin Cancer Foundation）合作，打造了一项公益宣传活动，重点推动早期检测以挽救生命。方法：该活动汲取了我们研究中的关键洞见，包括对基金会领导层、生存者、皮肤科医生和临床研究人员进行的定性访谈。共创工作坊帮助将研究洞见提炼为活动理念和核心信息平台，涵盖电视、印刷、户外、数字和社交媒体。信息平台：我们热爱阳光但憎恶其伤害——当有人指出可疑之处时我们会去做检查。当人们足够早地去看皮肤科医生从而挽救生命时——他们或其家人会说：“我看到了一些新的、正在变化的或不寻常的东西。”这成为我们的核心信息平台。我们的关键人性洞见：敌人是癌症，而非阳光。我们的标语正是我女儿Sarina对我说的、救了我一命的两个关键词：“那是什么？”The Big See：你能看见的癌症。我们在圣地亚哥的海滩上拍摄了这项活动，让一位喜剧演员藏在一面镜子后与路人互动。人们会停下来观看并阅读醒目展示的引人入胜的事实，而我们的喜剧演员则讲着笑话——因为笑是最好的良药。我们用幽默包裹震撼人心的信息：·每小时有2人死于皮肤癌 ·黑色素瘤早期发现时5年生存率为99%；未及时发现则降至20% ·5次晒伤会使你的风险翻倍。将活动带入社区：该活动持续在全国和地方的流媒体及数字媒体上播放，并由Big See微网站和社交媒体提供支持。我们将基金会的Destination Healthy Skin（健康皮肤目的地）项目融入Big See品牌——通过一个巡回皮肤癌筛查项目，让人们能够获得免费筛查。我们感谢全国各地志愿帮助我们提供免费皮肤检查的皮肤科医生。结果：我们受邀在戛纳国际创意节（Cannes Lions festival）的创意舞台上启动该活动，扩大了我们的全球影响力。迄今为止，我们已筹集超过7500万美元的捐赠媒体资源，推动数千人接受检查。通过我们的Destination Healthy Skin项目，在600多名皮肤科医生的帮助下，我们已提供了近34,000次免费皮肤癌筛查。我们的志愿皮肤科医生已发现超过13,000例疑似皮肤癌和皮肤癌前病变，其中包括672例疑似黑色素瘤。65%的Destination Healthy Skin参与者此前从未接受过皮肤癌筛查。结论：该项目持续为高危人群带来皮肤癌筛查，帮助检出皮肤癌病例，在全国各地挽救了数千人的生命。我们在合作伙伴的支持下继续扩大工作，针对关键人群开展重点筛查工作，包括较少使用防晒霜或防晒衣物的男性和西班牙裔人群。
查看英文原文 English abstract
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.