London International Awards
2022 Winners and Finalists
Silver
Digital
Beauty
Entrant: | Edelman, New York |
Brand: | Vaseline |
Title: | "See My Skin" |
Corporate Name of Client: | Vaseline |
Client Brand Director, US Skincare: | Kevin Tolson |
Client Manager, PR & Digital Engagement: | Brianna Wright |
Client Director, PR & Digital Engagement: | Casey DePalma |
Brand Manager, Vaseline: | Cecily Pirozzoli |
Media Companies: | Mindshare, New York/UStudio, Englewood Cliffs |
Media Planner: | Alexandra Spaseff |
PR Company: | Edelman, New York |
CCO, U.S.: | Jordan Atlas |
CCO, Canada: | Andrew Simon |
Managing Director, Head of New York Earned Media, Edelman: | Lisa Kovitz |
SVP, U.S. External Affairs, Edelman: | Kelsey Rohwer |
Senior Manager, U.S. Marketing, Edelman: | Melody Skipper |
Media Executive, Health, Edelman: | Claudia Brito |
VP, Multicultural, Edelman: | Samya France |
AS, Multicultural, Edelman: | Francheska Taveras |
SVP, DxI Brand Portfolio, Edelman: | Cassi Husain |
Research Director, DXI, Edelman: | John Morris |
Associate Director, Performance Intelligence, Edelman: | Matt Ballek |
Sr. Associate, Performance Intelligence, Edelman: | Christian Mcilwain |
Agency: | Edelman, New York |
Global Chief Creative Officer: | Judy John |
Executive Creative Directors: | Megan Skelly/Matt Zavala |
Associate Creative Directors: | Cassandra Shuber/Daniela Marino/Schuyler Higgins/Shareina Chandler |
Copywriter: | Morgan Peterson |
Agency SVP, Digital: | Jamie Hall |
Agency VP, Digital: | Livia Dayan |
Agency SAS Digital: | Liza Padellaro |
Agency Head of US Digital: | Pam Scheideler |
Agency VP, Creative Tech & Innovation Strategy: | Helena Öhman |
Agency SAE, Technical Producer: | Maggie Chaquette |
Agency AS, Tech Strategist: | Mira Kim |
Agency VP, Tech Strategist: | Mike Civetti |
Agency SAE, Quality Assurance Specialist: | Mia Gross |
EVP, Agency Group Head of Development & Tech: | Chris Broomall |
Agency Senior UX/UI Designer: | Diane Park |
VP, Agency Program Director: | Ted Ou-Yang |
EP, Agency Production Managers: | Ari Pomerantz/Denise Sante |
Agency Senior Producers: | Byron Clear/Gina LoPinto |
Agency Producer: | Jared Sichel |
Agency Associate Producer: | Sam Waite |
Agency Account Supervisors: | Elizabeth Consul/Penelope Ramirez/Korinne Leonardis/Mariam Somorin/Shannon Trudge/Tiffany Hammond/Kristen Carter |
Agency CSO, U.S.: | Melle Hock |
Agency VP, Multicultural Strategist: | Kate Endeley |
VP, Agency Director of Connections Planning: | Michael Byrnes |
Agency EVP, Integrated Brand: | Keren Kazam |
Agency Managing Director, Purpose: | Jaclyn Murphy |
SVP, Agency Integrated Brand: | Sharelyn Devonish |
SVPs, Agency EGA: | Lauren Gray/Ryan Zimmerman |
VP, Integrated Brand: | Ashlie White |
VP, Purpose: | Abisola Adekoya |
VP, Corporate Reputation: | Tiffany Telemaque |
Digital Company: | Edelman, New York |
Production Company: | Girl Culture Films, Marina del Rey |
Post-Production Companies: | Carousel, New York/KYLE NYC, New York/Big Sync, London/Sonic Union, New York |
Design Company: | Edelman, New York |
Design Director: | Camille Marlow |
Designer: | Justin Hong |
Other Companies: | HUED, Mahopac/VisualDx, Rochester |
Description:
And when Black and Hispanic people don’t feel seen in search, they’re less likely to be seen by a dermatologist – leading to 25% higher mortality rates for life-threatening conditions like skin cancer.
So, Vaseline® set out to raise awareness of the racially biased systems that impact algorithmic search by approaching the lack of diversity in dermatological imagery not just as a UX problem, but as an equity issue.
See My Skin is the first-of-its-kind database designed to search conditions on skin of color and connect users directly to dermatologists for treatment. We aggregated thousands of images of hundreds of conditions on Black and Brown skin, building the world’s most diverse medical image library.
Each image was independently evaluated for accuracy and relevance by a board of certified dermatologists. Using software that enhances diagnostic accuracy in skin of color, we enabled people of color to see only themselves in search – for the first time ever. With HUED, a platform that connects patients with culturally competent providers, we referred them to dermatologists who understand their skin.
Then, we galvanized our community to build the database by uploading images of their dermatologist diagnosed skin conditions. Together, we addressed the long-standing bias and exclusion of people of color in skin care and broke down the systemic barriers that prevent proper diagnosis and treatment – something no search engine has done before.
At a time when America was examining race relations and addressing racial inequity in all aspects, this campaign sparked a nationwide conversation, garnering 900MM+ impressions. Since launch, 48% of those who searched on the site were empowered to advocate for themselves and take action, representing an increase of 1,430% in people seeking dermatological care.
Ultimately, proving that helping people feel seen was the best way to help them get seen.