Over 1500 Australians die from melanoma each year, a dangerous form of skin cancer caused by prolonged and unprotected exposure to the sun. Melanoma Likes Me used an algorithm to find popular hashtags and geo-located images on Instagram involving the sun and unsafe behaviour in Australia. Whenever a post with these criteria was found, @_melanoma followed the poster, liked their pictures and left comments, implying that they have made a new unwelcome friend.

During the summer, over two million people in Australia received messages from @_melanoma, with over $5 million in earned media value. Visits to the Skincheck site increased by 1371% during the campaign.