Problem
The world is only invested in looking for skin cancer on white skin. The result for People of Colour? Low awareness, late diagnosis and shocking survival rates.

Insight
Nearly 75% of melanoma cases on darker skin occur in unexposed areas (feet, mouth, hands).

Solution
Launch ‘Skin in the Game’, a line of athletic wear designed to show People of Colour exactly what they need to be looking for, and where, when it comes to melanoma. The deadliest skin cancer.

More big ideas