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By Gillian West | Social media manager

Ogilvy & Mather Group UK

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May 9, 2014 | 2 min read

Rio de Janeiro-based sunscreen brand Sol de Janeiro and Ogilvy Brazil have enlisted the help of tattoo artists to help increase general awareness of skin cancer.

As skin cancer is the most common form of the disease, accounting for over 50 per cent of cancer diagnoses, ‘Tattoo Skin Cancer Check’ sought the help of those who get closer to people’s skin than anyone else – tattooists.

Over 450 tattooists attended lectures given by surgical oncologist João Duprat Neto, director of the Skin Cancer and Dermatology Department at A.C. Camargo Cancer Center, who aimed to teach tattooist that this visual exam could warn clients of the importance of seeing a dermatologist who would be able to offer a proper diagnostic.

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“Our purpose was to give professional tattooists some basic knowledge to help them interpret lesions on their clients’ skin. We then introduced the points behind what we call the ABCD rule, that is, Asymmetry, Border Irregularity, Colour (a number of colours and shades), and Diameter (greater than five millimeters, growing and shrinking),” said a specialist.

Paco Conde, general creative director at Ogilvy Rio, commented: “The aim is to raise awareness among the young that have their bodies tattooed that the skin demands care. And tattooists can greatly help in this fight against cancer.”

The campaign follows recent work from Ogilvy Brazil for Brazilian Cancer Hospital GRAACC which saw cartoon characters go bald in a bid to raise awareness for children’s cancer.

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