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.
With one in five Americans now developing skin cancer in their lifetimes, according to Melanoma Know More, and the incidence rate of melanoma increasing more than any other type of cancer, the Doner team was inspired to help extend the conversation beyond the summer months on PopSugar, which reaches one in two millennial women in the United States. The goal is to help more people understand what to look for, and when to seek screening, testing and treatment.
In addition, Doner has offered to make the technology available to any brand or media company that wants to hack their periods to help spread the message.