CALGARY, AB -- Bristol Myers Squibb (BMS) Canada, in partnership with TANK Worldwide and Ogilvy Health, today launched "What Summer Leaves Behind."
The disease-awareness campaign transforms the familiar signs of autumn leaves into a visual reminder of the ABCDE warning signs of melanoma and other skin cancers. "What Summer Leaves Behind" offers a timely reminder that sun safety shouldn't end with summer and that changes in the skin are worth noticing.
On a leaf, asymmetry, jagged borders and changing colors are hallmarks of the season. On skin, similar changes can be a reason to look closer. The campaign uses autumn leaves to bring the ABCDE warning signs of melanoma to life:
- A – Asymmetry: Uneven on a leaf. A reason to look closer on your skin.
- B – Border: Jagged on a leaf. A reason to look closer on your skin.
- C – Colour: Varied on a leaf. A reason to look closer on your skin.
- D – Diameter: Oversized on a leaf. A reason to look closer on your skin.
- E – Evolution: Ever-changing on a leaf. A reason to look closer on your skin.
"BMS is committed to scientific innovation and awareness across major disease areas including melanoma. Early awareness and detection is key to timely diagnosis and intervention. This campaign uses a familiar sign of the changing season to remind Canadians that attention to changes in your health matters year-round," said François Villeneuve, Head of Commercialization, Bristol Myers Squibb Canada. "By launching this initiative as Canada's oncology community gathers at CAMO, our goal is to continue to demonstrate our leadership in melanoma, foster a broader conversation about melanoma awareness and highlight the importance of recognizing potential warning signs associated with a diagnosis."
"In health communication, the biggest barrier is often getting people to notice what is hiding in plain sight," said Marty Martinez, Chief Creative Officer at TANK Worldwide and Ogilvy Health. "We saw an unexpected visual connection between the irregularity of autumn leaves and the ABCDE warning signs people are taught to look for on their skin. By bringing those two things together, we're turning something Canadians see every fall into a simple reminder to pay attention to changes in their skin."
The bilingual campaign launches this week across Calgary, timed to the CAMO 2026 Annual Scientific Meeting. Creative will appear throughout Calgary International Airport, across downtown digital and skywalk screens, and through geotargeted mobile placements surrounding the meeting venue.
Canadians are encouraged to inspect existing moles, take note of any new or changing spots, and talk to their doctor or dermatologist immediately if they notice irregularities.
For more information on skin cancer detection and the ABCDE rule, visit www.saveyourskin.ca/skincancers.
