Concept
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Creative Direction
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Digital Design
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Merchandise Design
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Concept / Creative Direction / Digital Design / Merchandise Design /
This is Brave
Challenge
Coolibar—the official apparel partner of the Melanoma Research Foundation—partners every May, during National Skin Cancer and Melanoma Awareness Month, to raise awareness and fund research, donating 100% of Be Brave T-shirt proceeds to melanoma research.
The challenge was to create an annual campaign that would strengthen that partnership and inspire financial support.
Approach
Led creative direction for a multi-channel campaign spanning digital promotion, social media, web assets, branded merchandise, and awareness materials. The campaign centered on a bold visual message designed to unify educational outreach with product fundraising, while maintaining alignment with Coolibar’s brand and mission.
Outcome
The campaign helped amplify awareness during Melanoma Awareness Month while supporting fundraising efforts through Be Brave T-shirt sales, with 100% of proceeds benefiting research through the Melanoma Research Foundation.
Creative Direction by Elizabeth Mullen, with Art Direction by Michael Dietsche
Type & Color
Black, the official color of melanoma awareness, became the visual anchor of the campaign. Paired with Coolibar’s signature blue and Gotham typeface, the palette created a bold, recognizable system that connected the Be Brave message to both the cause and the brand.
We asked the warriors:
What drives your advocacy?
The campaign is grounded in the reality that 1 in 5 Americans will develop skin cancer before age 70, and in the simple but powerful words “Be Brave”—first spoken by a young girl named Quinn to her older brother after his pediatric melanoma diagnosis at age nine. From that message grew a campaign centered on courage, resilience, and personal advocacy, with each participant choosing one word that reflects their own journey and what continues to drive them forward.
Stories That Bring the Campaign to Life
During May, the Coolibar blog serves as the campaign hub for Be Brave, highlighting personal stories from melanoma warriors and advocates. Shared through social channels, each story helps extend the campaign’s reach and deepen engagement with skin cancer awareness.
More than 1 million people reached.
Through Instagram, Facebook, and shared blog stories, the Be Brave campaign reached more than 1 million people in 2021—raising awareness about skin cancer risks and highlighting the everyday protection sun-protective clothing can provide.
Show off your advocacy and start conversations. Sun-protective tees were designed for people of all ages. Plus, bandanas for furry family members—or days when you shed the black long-sleeve, but want that extra bit of neck protection.
100% of proceeds from every shirt sold were donated to the Melanoma Research Foundation; each purchase simultaneously protects the wearer from sun damage and funds life-saving cancer research and education.
Be Brave Merch
A community united by purpose.
Supporters from across the country shared photos in their Be Brave shirts, turning personal participation into a visible show of solidarity. Each shirt purchased helped fund melanoma research through the Melanoma Research Foundation, transforming awareness into action and collective impact.
