The Spot

BMS x La Roche-Posay

Australia has one of the highest rates of skin cancer in the world with two in every three Australians expected to develop some form of skin cancer in their lifetime. Despite these sobering statistics, three-quarters of young Australians believe their risk of getting skin cancer is low. Decades of sun safety campaigns have not moved the needle when it comes to educating Australians on skin cancer. We knew we needed something big, bold and provocative. Something that would jolt Australians out of apathy.

Partnering with Bristol Myers Squibb and La Roche-Posay, Ogilvy and Sculpture by the Sea created The Spot, to highlight to Australians that prevention and early disease detection is the best way to tackle skin cancer and melanoma.

The Spot sculpture grew over the duration of Sculpture by the Sea, Bondi exhibition, and at full size spanned 20m, making it hard to miss. It then travelled to our nation’s capital, providing a talking point at Parliament House for the Parliamentary Friends of Melanoma and Skin Cancer Awareness Start of Summer BBQ; a gathering of parliamentarians and members of the melanoma and skin cancer community.

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