In a bid to raise awareness about sun safety and the importance of regular skin checks, dermatologist-recommended brand La Roche-Posay has teamed up with Dentsu Creative for a new campaign. The initiative, launched ahead of National Skin Cancer Action Week (November 20-26), is a timely reminder for Australians to prioritise their skin health.

The campaign's tagline, 'Your skin remembers harmful UV exposure that adds up over time', encapsulates the long-term effects of sun exposure and the importance of early detection in skin cancer prevention. La Roche-Posay, in partnership with charity Skin Check Champions, is committed to promoting regular skin checks as part of this campaign.

Sarah McGregor, Dentsu Creative Executive Creative Director, said, 'Our campaign is a reminder to all Australians to get their skin checked. It demonstrates all the everyday, UV exposure moments that you may have forgotten but ‘Your Skin Remembers’. We are so proud to have partnered with La Roche-Posay on such an important message. It aligns beautifully with Dentsu Creative’s commitment to creating work that is good for people, good for society and good for business.'

Amélie Lacan, La Roche-Posay Marketing Director, highlighted the urgency of the campaign, given Australia's high rates of skin cancer. 'La Roche-Posay are on a mission to conduct 1,000 skin checks at the iconic Bondi Beach during National Skin Cancer Action Week, plus more over the year at various locations,' she said. 'Dentsu Creative’s understanding of why sun safety is an important message for all Australians, and their ideas of how to get cut-through in a busy and cluttered media landscape will help elevate the educational work we have already been doing in this space as the months warm up.'

The campaign will run across SVOD, digital display, out of home print and social media, all driving to a Lac Roche-Posay landing page. Dentsu Creative, Dentsu International's sole global creative network, won the competitive pitch for the campaign, run by La Roche-Posay, part of parent company L’Oréal, in August. Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers.

This collaboration between La Roche-Posay and Dentsu Creative underscores the importance of proactive skin health measures, particularly in a country like Australia where skin cancer rates are among the highest globally. It serves as a stark reminder of the long-term effects of UV exposure and the need for regular skin checks.