The DMC Initiative creates video for LEO Pharma’s ‘Know Your Own Skin’ campaign
LEO Pharma has enlisted the help of The DMC Initiative (DMCI) to design, direct and produce a video for the Know Your Own Skin website part of its ongoing campaign.
DMCI were told the video had to remind Australians to remember their past sun damage, realising how it could be affecting their skin now and to consider others around them that may need to check their skin.
The concept of the “Know Your Own Skin” awareness campaign is based on a man reminiscing on various stages of his life and the time he spent in the sun. It needed to entice people to consider their own (or their friends/families) past and sun exposure, prompting them to check themselves or get checked, without feeling worried. The treatments reflected the era’s with each section shot and treated to suit.
According to a press release, the greatest challenge of the campaign for DMCI was the fine line between prompting people to action through positive or negative messaging. The client did not want people to be scared into action.