Dr. Bobby Buka, a dermatologist based in Manhattan, has launched a collection of eye-catching ads that are posted throughout the subway trains in New York City.

The ads feature witty taglines and eye-catching graphics that are designed to appeal to all individuals, of any age and with any skin condition. The campaign is different than those typically associated with many dermatology practices, since they don’t focus on cosmetic procedures. The campaign does intend to bring attention to medical conditions, such as melanoma.

The campaign will also launch a “scavenger hunt” on Instagram with the hashtag, #TrainYourSkin.

Buka comments, “We are grateful to the MTA for giving us an opportunity to expand the city’s awareness about skin cancer and chronic skin illness. We want to bring dermatology out of Beverly Hills and back to New Yorkers, like you and me.”

Photos: (L) Dr. Bobby Buka’s logo; (R) Photo: Instagram, one of Dr. Buka’s four office locations in New York City