THE PROBLEM
Many Black Americans don't know that they're at higher risk of dying from skin cancer. And since the medical establishment has a long history of mistreating Black Americans, many stay away from seeking preventative care and early intervention.
THE IDEA
We brought lifesaving early intervention to the Black community via the people they trust most and visit often —their barbers. We created a training program in which dermatologists teach barbers how to identify early signs of skin cancer on Black and Brown skin.
Then we leveraged the barbershops themselves, which are filled with iconic posters and lookbooks featuring trendy hairstyles. Leveraging that inspiration, we recreated those materials to educate barbers and patrons on how to spot early signs of skin cancer.
