The challenge

In many multicultural communities, murals serve as vital cultural markers, yet they often fall victim to neglect, graffiti, or destruction. At the same time skin health care for these communities has historically been marginalised, leading to disparate outcomes and increased mortality rates for conditions like skin cancer.

The solution

We addressed both these issues simultaneously, revitalising neglected murals while raising awareness and access to skin health resources in underserved communities. Select murals display a QR code driving community members to SeeMySkin.com, where they can access skin health care resources.

The result

The murals quickly became cultural beacons driving visitors to receive a free skin check. With the first mural being such a success, Vaseline commissioned more mural restorations with artists based in Baltimore, MD, Brooklyn, NY, and Hartford, CT. Vaseline has also donated a total of $250,000 across local charitable health clinics in each US city where murals are restored.

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Role: Creative Director - Agency: VML New York +Sydney - Client: Vaseline