Scholz & Friends | Work | AOK und AMORELIE

Skintimacy

Skin cancer prevention gets hot and spicy – with this love game.

Every two minutes, someone in Germany is diagnosed with skin cancer – and the numbers are rising. Younger people, in particular, tend to underestimate this risk. Scholz & Friends has therefore initiated an unusual collaboration: the health insurance provider AOK joins forces with the online sex shop AMORELIE.

The result? “Skintimacy” – a seductive card game that encourages couples to check for signs of skin cancer before and during intimacy. Action cards spark the desire for touch, question cards break taboos, and knowledge cards provide information on prevention.

Client AOK Bundesverband
Agency Scholz & Friends
Year 2024
Awards Deutscher PR-Preis: Silber, Bronze • Healthcare Advertising Awards: Silber

"Skintimacy" excites. Among other things, it grabs attention.

Cancer and sex? AOK and AMORELIE? The partnership is surprising – but only at first glance.

Both brands bring their expertise: AOK contributes health competence, while AMORELIE adds intimacy. Together with illustrator Viktoria Cichoń, we developed a seductive game for people in intimate relationships. Thousands of games were included in AMORELIE packages.

The collaboration between a health insurance provider and a private company required detailed concepts, sensitivity, and a lot of persuasive effort. The result speaks for itself: modern health communication that resonates with the target audiences.

2 Millionen Aufrufe, 200 Berichte: TikTok und klassische Medien spielen mit.

Unsere Strategie geht voll auf: 214 Medienberichte erzielen eine Reichweite von 24,4 Millionen Sichtkontakten. Die „Süddeutsche Zeitung“ hebt „Skintimacy“ auf die Titelseite, die „FAZ“ kommentiert humorvoll. TikTok explodiert: Content-Creatorin @marieeejoan erzielt 1,92 Millionen Aufrufe und 60.000 Reaktionen. Das Spiel wird zum Hit: 10.000 Exemplare werden heruntergeladen und analog verteilt. Radio-Interviews mit einem AOK-Geschäftsführer im öffentlich-rechtlichen Rundfunk verstärken die Reichweite. Wir verwandeln ein trockenes Gesundheitsthema in heißen Gesprächsstoff und motivieren Menschen zur Hautkrebs-Vorsorge.