The Melanoma Fund Encourages Golfers to Check Regularly for Skin Cancer

Following research showing golfers are almost two and half times more likely to develop melanoma, the Melanoma Fund has launched a new initiative to encourage golfers and greenkeepers to check their skin for signs of skin damage across the winter and spring. To raise awareness of the initiative, creative and brand strategy agency Neverland have developed an integrated campaign. 

Pledge2Check is part of the charity’s Slip! Slap! Swing! campaign, developed specifically for all who spend prolonged time on the open fairways, and is being launched through a new burst of the charity’s powerful ‘Silhouettes’ campaign.

The initial campaign, developed Neverland, focused on encouraging people taking part in football, cycling and swimming to protect their skin from UV exposure while playing or watching sport across the summer. The campaign led to requests from sports organisations around the world for advice on how to help their members stay safe in the sun.

The latest work shows a melanoma created in the shape of a golfer that has been developed to accurately reflect the shape and colours of a real melanoma. The striking new visual will be running across Golf Club Media’s network of digital screens which feature in over 100 golf clubs across England, Scotland and Wales. The OOH is expected to reach over 700k golfers across the campaign.

As well as these tactical OOH sites, the campaign will also run across digital, with digital display appearing across key golfing websites and being served to people in the vicinity of over 1000 golf clubs across the country. The digital media buy has been planned and is being managed by SBS.

“Golf is fantastic for health and fitness, but extended sun exposure significantly increases the risk of skin cancer” said Michelle Baker, CEO of the Melanoma Fund. “We hope this powerful image will inspire all who play or maintain the game to stop, look and sign up to Pledge2Check which encourages regular skin checks, supporting early detection and potentially saving lives.”

Andy Clough, joint ECD at Neverland said; “It’s great to be able to build on the initial success of the launch campaign, with hopefully even more exciting partners getting involved with Melanoma Fund’s important initiative.”

Pledge2Check is being supported by major golfing organisations including the UK Golf Federation, the GCMA, The Golf Federation, Scottish Golf and Wales Golf. The initiative encourages skin checks over a six-month period, providing guidance on where and how to check, what to check for, as well as a monthly reminder.

Registration is open until 24th November here. #Pledge2Check