According to research published by the Journal of the American Academy of Dermatology, less than 6% of image-based search results show skin conditions on people of color, and when Black and Hispanic people don’t feel seen in search, they are less likely to be seen by a dermatologist – leading to 25% higher mortality rates for life-threatening conditions like skin cancer.
To address this problem, we created the first-of-its-kind search platform, See My Skin, the only database designed to search conditions on skin of color.
In the campaign, we committed to raising awareness of the racially biased systems that impact algorithmic search, providing proper representation and access to equal care, and most of all, helping these communities be seen.
My role spanned from ensuring the right questions were being asked and getting the right teams/specialties in place to answer it. A build-the-plane-as-we-were-flying-it type project, I workshopped the entire campaign workstreams and dependencies with team leadership, partnering Agencies, and Clients to conduct the program campaign development+ launch across website, earned creative film, and earned media launch.
Tools used: Excalidraw, SmartSheet, and a lot of cheering the team amidst pivots.
Within the first two weeks, See My Skin organically earned visibility for over 50 unique key words and generated more than 6,000 visits.
We helped people in the moment they needed it most, with 59% of organic views coming from users searching for a specific skin image or skin related concern.
Not only did we prove that helping people feel seen was the best way to help them get seen, Vaseline®’s efforts have so far created 3.1 million equitable skin care experiences for patients and dermatologists.
900MM+ Earned impressions in 2 weeks
48% of visitors who searched took action
1,430% Increase in people seeking Dermatological care
The campaign won 2x Cannes Lion Gold awards, Clio Awards, Gold Pencil One Club, and numerous other awards (40+) across categories such as Health & Wellbeing, Digital, Purpose, Product/Service.