To expand awareness about the dangers of melanoma to younger Australians, MPA developed an algorithm to find popular hashtags and geo-located images on Instagram relating to sun exposure and outdoor activities. When the algorithm matched with a post of geo-location with criteria indicating sun exposure, @_melanoma would then follow the Instagramer, tag their pictures, and leave comments letting them know that Melanoma is not their friend.

More than 2 million Australians received messages from @_melanoma and visits to MPA’s Skincheck website increased by 1,371% during the campaign.