LA ROCHE-POSAY Save Our Skin Day
Breaking a Guiness World Record during Save Our Skin Day
challenge
La Roche-Posay wanted to kick off sun season by spreading awareness around sun safety and skin cancer prevention on a grand scale.
solve
We planned a 2-day screening event with multiple partners including Hudson Yards, L’Oréal, and Schweiger Dermatology Group. From creative and design to scheduling, staffing, logistics we managed every aspect. Our Brand Ambassadors handed out sunscreen samples and UV testing cards promoting event pre-registration. During the screening days, participants checked-in at a custom-built structure to complete waivers before entering our branded tent for their skin cancer screening, which housed 32 private exam rooms. After screening, participants were adorned with an “I’ve Been Checked” sticker and received a gift bag with a full-size La Roche-Posay sun product.
outcome
We broke the Guiness World Record by successfully screening 1,988 participants on our main activation day and 3k total participants across both days at Hudson Yards. We gained traction with TV news, web, and social influencers throughout the activation. To further support our mission to save lives with skin cancer prevention, $25k was donated to the American Cancer Society. Notable attendees such as Dr. Daniel Sugai, Dr. Adeline Kikam, influencers Chris Olsen, Vinny Guadagnino, Kristy Sarah, and Taryn Smith promoted the event on social.
Skin Cancer Screenings in 8 Hours
Sunscreen Samples Distributed
Screenings Over The 3-Day Activation
PR and Media Impressions