Campaign Concepting
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Art Direction
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Digital Design
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Merchandise Design
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Production
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Campaign Concepting // Art Direction // Digital Design // Merchandise Design // Production //
This is Brave: Melanoma Awareness Campaign
CLIENT: Coolibar® - Sun Protection You Wear®
May is National Skin Cancer and Melanoma Awareness Month. Coolibar® is the official apparel partner of the Melanoma Research Foundation, and each year during this time, utilizes their platform as the leader in sun-protective fabric technology to raise awareness and funding for melanoma research, donating 100% of proceeds from each year’s limited-edition, sun-protective “Be Brave” T-shirts to the foundation.
Type & Color: Black is the official melanoma awareness color.
“Melanoma” originates from the greek melan- (black) and -oma (tumor). Black is the official melanoma awareness ribbon color and the campaign leans heavily into its use, paired with Coolibar’s primary brand color and brand font, Gotham.
Be Brave. Be Tenacious. What drives your advocacy?
1 in 5 Americans will develop skin cancer before age 70. The campaign is built on this sobering statistic and the words “Be Brave.” Encouragement that a young girl, Quinn, offered to her older brother when he was diagnosed with pediatric melanoma at age 9.
Each of the warriors and advocates chooses a single word to represent their unique skin cancer journey and the driving force behind their advocacy.
Building connections through warriors’ stories.
Throughout May, the Coolibar® blog becomes a microsite for This is Brave and a home for warriors’ stories. Shared and discussed on social channels, every blog helps thousands engage with skin cancer awareness.
More than 1 million people reached.
Instagram posts, Facebook likes, and blog shares; This is Brave touched the hearts of over 1 million people in 2021, who now know the skin cancer risks that face us all and the power of sun-protective clothing which, unlike sunscreen, never needs to be reapplied.
2021 “Be Brave” Merch
Inspired by a young girl Quinn’s message to her brother, limited-edition “Be Brave” tees and bandanas offer UPF 50+ rated UV protection. That means they’re guaranteed to block 98% of UVA/UVB rays. And with 100% of proceeds from every shirt sold donated to the Melanoma Research Foundation, each purchase simultaneously protects the wearer from sun damage and funds life-saving cancer research and education.
A whole family of merchandise: womens, mens, kids & bandanas.
Show off your advocacy and start conversations. Sun-protective tees were designed for people of all ages. Plus, bandanas for furry family members—or days when you shed the black long-sleeve, but want that extra bit of neck protection.
Real people. Real hope. Real impact. Together we will change the statistics.
Photos shared by warriors and everyday people turned sun-safety advocates in their “Be Brave” swag! Each one a generous donor to the Melanoma Research Foundation, and each one taking us one step closer to changing the statistics.
Creative Direction: Elizabeth Mullen
Addt’l Production: Kandra Lundstrom
PR & Outreach: Michelle Rivard
Social: Hayden Laimer