|By Marketwired .||
|June 2, 2014 01:10 PM EDT||
CHICAGO, IL--(Marketwired - June 02, 2014) - HY Connect, an independent communications firm, produced a public service campaign for the American Academy of Dermatology (Academy) to educate young women and older men about skin cancer prevention and detection. The Academy, founded in 1938, is comprised of more than 17,000 members and is the largest, most influential dermatology group in the country. The campaign launches in conjunction with Melanoma/Skin Cancer Detection and Prevention Month® in May.
HY Connect developed and produced three public service advertisements for the campaign. The first, "Time," targets young women aged 15 to 29. The television ad urges women to stop tanning and get the facts about the risks, including sun damage and skin cancer. The second, "Lawn," targets middle-aged men and focuses on detection with a more humorous approach. Based on the idea that some men go to great lengths to take care of a spot on their lawn, this television ad encourages men to do the same for any suspicious spots on their skin. The third PSA, a radio ad called "Tanning Doesn't Make You," features four women explaining that tanning does not make them who they are; it only makes them more at risk. All PSAs direct viewers to SpotSkinCancer.org, where they can find more information about skin cancer prevention and detection.
"According to the American Academy of Dermatology, skin cancer is highly treatable if detected early," said HY Connect Vice President, Account Director Brad Most. "This campaign aims to educate Americans on how to prevent or detect this disease before it may be too late. We're proud to be working with the Academy and contributing to this effort."
This campaign is the first collaboration from HY Connect and the American Academy of Dermatology. Most, along with HY Connect Vice President, Executive Creative Director Kevin Houlihan, worked with the Academy as part of Houlihan Madison Most, acquired by HY Connect in 2012.
About HY Connect
HY Connect (pronounced H.Y. Connect) is one of the leading independent marketing and communications agencies in the country. The agency has full service offices in Chicago and Milwaukee, offering advertising, digital strategy and development, earned and social media, media planning and buying and more. HY Connect's metrics driven approach has contributed to significant agency growth. With $155 million in annualized billings and more than 170 employees, the agency has doubled in the past four years.
About the American Academy of Dermatology
Headquartered in Schaumburg, Illinois, and founded in 1938, the American Academy of Dermatology (Academy) is the largest and most influential of all dermatologic associations. With a membership of more than 17,000 physicians worldwide, the Academy is committed to advancing the diagnosis and medical, surgical and cosmetic treatment of the skin, hair and nails; advocating high standards in clinical practice, education, and research in dermatology; and supporting and enhancing patient care for a lifetime of healthier skin, hair and nails.
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