Melanoma Monday was a big success! Let’s keep the momentum going

elizabeth-martin-head-shot.jpgBy Elizabeth Martin, MD

Skin Cancer Awareness Month got off to a great start with Melanoma Monday® on May 1, and we hope you’ll help us keep the momentum going throughout the month. For this year’s SPOT Skin Cancer™ campaign, the Academy is encouraging early detection by asking the public to check their partners and themselves for signs of skin cancer.

Our message reached a wide audience during the first week of May, with the SPOT Skin Cancer™ campaign garnering nearly 62 million media impressions as of May 8. National coverage included an NBC Newsfeed segment with Dr. Adam Friedman that aired more than 80 times on 55 stations; a Today piece with Dr. Debra Wattenberg; and a segment on Live With Kelly and Ryan. (To see the latter segment, scroll down to view the May 1 video and advance to 7:38.) Additionally, we secured local coverage in markets across the country, including Chicago, Cleveland, Denver, Tampa, and Washington.

The AAD’s new SPOTme® video, “Check Him Out,” uses humor to show how men and women sometimes see things a little differently before encouraging women to regularly check their partner’s skin for signs of skin cancer.

These media placements helped drive the public to the Academy’s website to learn more about skin cancer detection and prevention on Melanoma Monday®, increasing unique page views by 33 percent, site traffic by 29 percent, and time spent on pages by 16 percent.

You can help spread the word on social media using the hashtag #SpotSkinCancer; check out the SPOT Skin Cancer Social Media Toolkit for instructions and sample posts.

You can also visit the Academy’s Media Relations Toolkit for other resources to help you get involved, including:

  • Talking points to help you prepare for media interviews.
  • The Academy’s humorous new video “Check Him Out,” which reminds women to regularly check their male partner’s skin for new or suspicious spots.
  • The “Check Your Partner. Check Yourself.” infographic, which demonstrates how to perform a partner skin exam and explains skin cancer warning signs.
  • Information on how to host a SPOTme® skin cancer screening in your community.

We hope you’ll join us in spreading skin cancer awareness in May and beyond. Let us know how you’ve been effective in informing your community about the dangers of skin cancer by emailing mediarelations@aad.org.

Dr. Martin is in private practice at Pure Dermatology and Aesthetics in Hoover, Ala., and serves as chair of the AAD Council on Communications.