The story behind…

The survival rate of the skin cancer melanoma is around 91% for White people, but for Black people it’s down to 65%. The reason? Skin cancer tends to be diagnosed at a later stage, and as a result with a worse prognosis. All because the malignant moles aren’t spotted early enough. So to raise awareness about melanoma among young people of color and black skin, we create the campaign The You Tour. We reframe the body as a landscape of must-see places to make them explore their bodies and become aware of the signs of melanoma. Transforming a curiosity for traveling into a catalyst that gets people to recognise the signs of melanoma and get diagnosed earlier.