Inspired by the real life story of Susan Manber, the skin cancer foundation wanted a new campaign that helped simplify the early signs of skin cancer and increase early detection check-ups

Skin cancer is the only cancer you can see, and the most powerful tool we have to detect it is our eyes

When skin cancer is caught early, it’s highly treatable and even curable—best part is, we can catch it anytime we look in the mirror

so, what if we created a mirror that people can’t ignore?

We first evolved the original early-detection acronym (“ABCDE” anyone?) into a simpler, more memorable phrase:
new, changing, and unusual

to make a big splash, we launched this campaign with a highly interactive mirror that helped people recognize what to look for when checking for skin cancer