The Dap Check
21 Grams x D&ADAwards:
D&AD 2021 - White Pencil
D&AD 2021 - Graphite Pencil
New York Festivals 2021 - Shortlist
D&AD 2021 - Graphite Pencil
New York Festivals 2021 - Shortlist
Background
The 2021 D&AD New Blood brief for 21 Grams asked creatives to develop an effective integrated camapign idea that would help raise awareness and fight skin cancer on black and brown skin.
Contrary to poular belief, hands are one of the main sites of skin cancer for black people. How could we encourage them to check their own hands and those of the people around them? By reinventing the Dap, a unique kind of handshake that stands as a symbol of recognition, unity and respect among the black community.
From handshake to skin cancer diagnosis tool: The Dap Check.
Production
Based on the way doctors perform hand exams, we developed a 10-step dap that serves both as a greeting between POC and as a mutual skin cancer check on all 4 hands involved.
The Dap Check was launched in collaboration with basketball players, known for their elaborate daps and followed by millions. The 360 campaign spanned across digital, social and OOH, culminating in live skin cancer check events at sporting events across the country.
Because the best way to fight a problem that’s inherently black, is with a gesture that’s
authentically black.
Credits
Student work for Miami Ad School Madrid
Art Directors: Aitana Vallejo, Victoria Sintes
Copywriter: Aitana Vallejo
Client: 21 Grams
Year: 2021
Student work for Miami Ad School Madrid
Art Directors: Aitana Vallejo, Victoria Sintes
Copywriter: Aitana Vallejo
Client: 21 Grams
Year: 2021