21grams: the curls doctor

integrated campaign
AD & CW: Shrilakhshmi Vinod, Andy Cruz
Instructor: Florian Weitzel
(Creative Director, Leo Burnett // Zurich, Switzerland)

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Skin cancer often goes undetected on black and brown skin due to lack of information around it. When the early signs of melanoma hides deep in your scalp which is one of the most affected areas, who better than your hairdresser to do a visual examination for you? As hair is important to the black culture, 21 Grams and Blackandbrownskin creates the Curls Doctor certification program to aid the hairdressers and barbers in the early detection of skin cancer.