Melanoma Awareness, NJ Department of Health
Melanoma Awareness, NJ Department of Health
Sun exposure is a big health hazard, and The New Jersey Department of Health retained Rosica to develop and execute a statewide PR and public awareness campaign to combat rising melanoma rates and promote sun safety.
We developed an experiential, highly mediagenic event strategy to launch and perpetuate awareness throughout the spring and summer months. Our creative PR program centered on an eye-catching, media-friendly concept: “bringing the beach to the city.” Renting a 50-foot flatbed truck, we created a “living diorama,” complete with warm weather activities like golf, beach activities, gardening, sunbathing, grilling, and more.
Bringing the Beach to the City to Promote Melanoma Awareness & Public Health
Sun exposure is a big health hazard, and The New Jersey Department of Health retained Rosica to develop and execute a statewide PR and public awareness campaign to combat rising melanoma rates and promote sun safety.
We developed an experiential, highly mediagenic event strategy to launch and perpetuate awareness throughout the spring and summer months. Our creative PR program centered on an eye-catching, media-friendly concept: “bringing the beach to the city.” Renting a 50-foot flatbed truck, we created a “living diorama,” complete with warm weather activities like golf, beach activities, gardening, sunbathing, grilling, and more.
This public health program educated New Jersey residents on the dangers of sun exposure and the importance of early detection, while giving the NJ Department of Health a fresh, creative platform to engage with the public.
Our spokesperson and key opinion leader (KOL), Dr. Arnold Baskies, MD, past chair of the National Board of Directors of the American Cancer Society, spoke about the importance of cancer prevention – using umbrellas and UV clothing, regularly reapplying sunscreen, and limiting time spent in the sun. Rosica also secured free sunscreen samples from Hawaiian Tropic and did activations in urban areas including Trenton and Jersey City, which garnered NJ, PA, and NY media coverage (all of which New Jerseyans consume).
This bold visual helped spark conversations and drive coverage from every major medium – television, radio, print, streaming, and digital media. Our PR team secured more than 50 million earned media impressions in the first 60 days and consistently included the key messaging we developed for our KOL spokesperson, time and again.
By blending creative storytelling, strong visuals, public engagement, and strategic media relations, our healthcare PR agency turned a serious health issue into a powerful, widely shared campaign, helping the NJ Department of Health bring vital awareness where it was needed most.
