Melanoma Institute Australia: Stop the Spread

Disciple and JCDecaux have partnered with Melanoma Institute Australia (MIA) on an innovative new outdoor campaign asking viewers to ‘Stop the Spread’ of melanoma.
The custom-built JCDecaux digital Innovate panel displays a visual representation of a melanoma tumour that slowly grows until a donation is made via PayPass Tap And Go.
VIEW THE CONCEPT
The melanoma cell animation reacts to each donation by shrinking down considerably before it starts growing again. If multiple people tap and make a donation, the melanoma continues to die away until it’s barely there.
Disciple, MIA’s creative agency on this project wanted to demonstrate that every dollar counts when it comes to finding a cure, helping the organisation piece another part of the melanoma puzzle together.
Says Pete Defries, art director, Disciple: “MIA is making real progress and we wanted to show how every donation gets real results in real time. Using the Tap And Go PayPass technology, we were able to do this in the simplest and quickest way possible.”
Says Essie Wake, marketing director, JCDecaux: “With big innovation, comes big responsibility. We’re proud to support MIA in raising awareness around an issue that affects us all through innovate Out-Of-Home media that engages and ignites action.”
Says Peter Buckley, creative partner for Disciple: “Currently Australia has the highest incidence of melanoma in the world with one person dying every six hours. As Melanoma Institute Australia is a not for profit organisation, it relies on the incredible generosity of the community to continue its vital work in preventing, diagnosing and treating melanoma.
“The good news is that 100% of the money received from this campaign goes to melanoma research, treatment and education.
“This project would not have been made possible without the time and dedication of Finch, Frame Set Match, JCDecaux, Commonwealth Bank and Nayax. A big thanks to everyone involved for providing their tech, skills, time and efforts.”
The state-of-the-art digital panel will go live in the Pitt Street Mall from October 6 – October 13.