Skin cancer prevention campaign Euromelanoma wins Pharmaceutical Information Act of the Year award for 2015

Lääketeollisuus ry

The Euromelanoma campaign which distributes information on skin cancer and its early diagnosis has been awarded the Pharmaceutical Information Act of the Year prize.

The awards in the competition organised by Pharma Industry Finland PIF were distributed on 13 November 2015 on occasion of the Pharmacy Days at the Helsinki Fair Centre.

Euromelanoma is an international campaign designed by dermatologists and organised in Finland as a collaboration by La Roche-Posay, the pharmaceutical companies LEO Pharma Oy and Roche Oy and various organisations including Finnish Central Organisation for Skin Patients, Association of Finnish Pharmacies, Cancer Society of Finland, Finnish Society of Dermatology, Finnish Private Dermatologists as well as Myy PR and Marketing Agency and Yliopiston Apteekki (University Pharmacy).

Almost thousand Finns underwent nevus screening

The objective of the campaign was to increase the Finnish public’s awareness of skin cancers and their prevention and to encourage people to undergo free nevus screening. The campaign screenings were organised in May 2015 in five localities, and almost one thousand Finnish people took advantage of the opportunity. About seven per cent of those screened were diagnosed with suspected or pre-state skin cancer.

According to Managing Director Ritva Hanski-Pitkäkoski of the Association of Finnish Advertisers and Chair of the jury, Euromelanoma is an outstanding example of a campaign that provides consumers with informative benefits and activates them while also gaining a lot of media coverage.

The most common type of skin cancer is basal cell carcinoma, with about 9,300 new Finnish patients annually according to the statistics. Every year, about 1,400 Finnish people are diagnosed with melanoma and 1,700 with other skin cancers.

Honourable mention to Pfizer’s Smoke-free campaign 

The pharmaceutical company Pfizer Oy’s Smoke-free campaign received an honourable mention in the Pharmaceutical Information Act of the Year competition. Designed by the communications agency AC-Sanafor Oy, the campaign illustrated the adverse effects of smoking through body paintings. The jury found the campaign to be arresting, with an eye-opening approach. The campaign-related body paintings illustrating the adverse effects of smoking appeared in November 2014 among the public in a shopping centre and the railway station, and the happening was repeated in the summer of 2015 at the SuomiAreena event in Pori. 

Information on the award-winning campaigns:

The Pharmaceutical Information Act of the Year Award: Euromelanoma 2015

Implemented in Finland in collaboration between: La Roche-Posay, the pharmaceutical companies LEO Pharma Oy and Roche Oy and various organisations including Finnish Central Organisation for Skin Patients, Association of Finnish Pharmacies, Cancer Society of Finland, Finnish Society of Dermatology, Finnish Private Dermatologists as well as Myy PR and Marketing Agency and University Pharmacy and Yliopiston Apteekki (University Pharmacy).

Communications agency partner: Myy PR and Marketing Agency

Honourable mention: Smoke-free campaign

Implemented by: Pfizer Oy

Communications agency partner: AC-Sanafor Oy

The Pharmaceutical Information Act of the Year competition is organised by Pharma Industry Finland PIF. The open competition awards a consumer campaign or an act which also complies with the Code of Ethics of Pharma Industry Finland. The jury is constituted by marketing, media and healthcare professionals.

The jury of the Pharmaceutical Information Act of the Year competition:

Ritva Hanski-Pitkäkoski (Chair), Managing Director of the Association of Finnish Advertisers

Tuula Kallio, CEO of Media Agency Dagmar

Lauri Sipilä, Managing Director of MARK the Finnish Marketing Association

Eeva-Kaisa Mäki-Moijala, Pharmacist of Helsingin 2. apteekki, Apteekkimarket

17. Nov 2015