JeffreyGroup created and implemented an unbranded awareness campaign to help educate consumers in Argentina about skin cancer and melanoma’s impact. The campaign was promoted by a local nonprofit health group with Bristol-Myers Squibb’s support to increase awareness and visibility of skin cancer and melanoma among the local population and to raise awareness of melanoma as the most aggressive skin cancer. Using the creative idea to place ice sculptures in six Argentine cities, the program successfully generated strong media coverage in both traditional and digital outlets, as social networking helped spread the word, sharing the unique photos and graphics from the events.