To drive melanoma awareness, Fuck Cancer needed a campaign that wouldn’t be ignored. The insight? The best time for a skin check is when you’re already undressed. Enter Serious Foreplay—a bold, cheeky campaign urging partners to check each other’s skin during intimate moments. With humorous videos, risqué media placements, and playful “Karmole Sutra” checklists, the message spread fast: site traffic tripled, video ads outperformed benchmarks by 800%, and over 1M users were reached. Most importantly, the campaign led to real-life early detection—proving awareness can save lives.