CallaDerm Skin Tips Campaign

Uncork-it, Inc. created an integrated marketing campaign for a dermatology practice based in Kingsport, Tennessee, USA. The brief was to increase local awareness of the practice, as well as educate the local public on general skin health. The campaign is called “Calladerm Skin Tips.” The main messages are to be sun smart, get checked, and take precautions.
Dr. Jami Reaves, CallaDerm’s lead dermatologist and a native of the Kingsport area, believes that proper skin care is the best way to prevent future problems. She uses humor – often colloquial -- to teach this to her patients. Uncork-it interviewed Dr. Reaves and chose some of her funniest quotes around which to build the campaign. These include:
• On getting vitamin D from sun exposure: “It’s like trying to get iron by licking a tailpipe.”
• On minimizing damage caused by skin exposure: “Your skin knows what you did last summer.”
• On not seeing the doctor sooner: “Don’t sit on your rash.”
• On people using tanning beds: “If they want to continue to look better than their friends, they better keep their backsides out of the tanning bed.”
The campaign has been running since in mid-2018. It consists of:
• 3 videos that have run as ads on connected TV and Facebook, and have been posted to the practice’s Facebook page
• 1 audio ad that has aired on the music-streaming service Spotify
• 3 billboards
• 3 long-sleeved t-shirts featuring humorous, educational quotes from Dr. Reaves for staff to wear at work
The target area was a 50-mile radius around CallaDerm’s office.