Melanoma Know More: Get Checked. Period. by Doner & PopSugar

Date: Aug 2018
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PopSugar is putting random black dots at the end of sentences, and they’re not the usual period. Doner, in partnership with PopSugar and Melanoma Know More, is hacking the ubiquitous end-of-sentence period as an innovative awareness effort to help save lives.

From now through September 30, readers who roll over the periods in health and wellness articles, as well as beauty-tip stories, on lifestyle platform PopSugar, will see them transform into reminders about skin cancer awareness that link to educational materials on Melanoma Know More’s website about how to detect suspicious skin spots, which the organization calls the ABCDEs of early detection.

As summer winds down and skin cancer awareness efforts start to taper off, Doner ECD Brad Emmett and ACD Mark Adler – both skin cancer survivors at a young age – wanted to do more to help make melanoma screening a year-round conversation, especially among a younger generation. Their personal experiences taught them that early melanoma detection often doesn’t come at the doctor’s office, but rather, when a loved one notices a suspicious spot that may have otherwise gone unnoticed.


Agency: Doner

Chief Creative Officer: Eric Weisberg

Executive Creative Director: Brad Emmett (survivor)

Creative Director: Rob Legato

Writer: Mark Adler (survivor)

Art Director: Angelo Patrona

Developer of Technology: Sean Schricker

Director of Digital production: Julian Smith

Media Partner: PopSugar

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