NEW YORK—La Roche-Posay entered the second year of its SOS–Save Our Skin campaign designed to not inform Americans about the dangers of UV rays and the importance of sun safety, as well as incite true behavioral change, such as incorporating sun protection in their daily routines and visiting their dermatologists for regular skin checks. This year, La Roche-Posay hopes to broaden its reach through viral and grassroots campaigns.
To promote education, more than 8,000 kits will be distributed to dermatologists, which contain all the tools to educate patients regarding a proper skin check. The campaign will also contain the new iPhone application, “My UV Check," which will provide an index for the day’s UVA and UVB exposure in the user’s location, educate and alert users of the dangers of UVA and UVB exposure and much more.
The SOS–Save Our Skin campaign will also offer a series of initiatives, including skin checks at two New York Yankees games, as well as free skin checks being offered to all L’Oreal corporate employees.
As part of the campaign’s grassroots component, La Roche-Posay will make a grant of $750,000 to the Women’s Dermatologic Society (WDS) over a three-year period to support the WDS Play Safe in the Sun campaign. “Play Safe in the Sun and SOS–Save Our Skin share the common goal of influencing the behavior of the general public and moving them to action regarding sun safety," said Yannick Raynaud, general manager for La Roche-Posay USA. “With skin cancer on the rise, it’s important to educate as many people as possible about the dangers of sun exposure and the importance of daily sun protection and regular skin checks. This collaborative partnership will allow us to greatly broaden our reach, which is why we’re pleased to support this WDS initiative."
Play Safe in the Sun events will begin in the month of May – Melanoma Monday (May 2) and National Melanoma/Skin Cancer Awareness & Early Detection Month – with an grassroots event series featuring a “Coast to Coast" local community outreach program across 50 cities that will reach an estimated total of 25,000 people. WDS members will conduct skin checks in their local areas as part of the public health initiative to educate about sun safe behaviors.
The campaign will also target the worlds of professional women’s golf and tennis. Free skin cancer screenings and sun safety education will also be offered at other non-sporting events, such as the Manayunk Arts Festival in Philadelphia and the Susan G. Komen Race for the Cure in St. Louis, MO. Additionally, La Roche-Posay will provide thousands of Anthelios sunscreen samples per year to be distributed at events. Educational materials containing information on sun safety practices, including proper sunscreen use and application, will also be distributed.
“Education is the key to proper sun protection and skin cancer prevention, which is why our Play Safe in the Sun campaign is so important" said Diane Berson, MD, WDS president 2011-2012. “While golf and tennis enthusiasts experience a higher incidence of skin cancer, proper sun protection is vital for anyone who spends time outdoors in order to prevent skin cancer. In fact, the highest rate of melanoma is in women ages 25 to 29."
While the campaign will again live on the SOS–Save Our Skin website there will also be a new Facebook page, which will communicate the mission and details of the ongoing public awareness campaign.
According to the company, in its first year, the SOS – Save Our Skin online campaign reached thousands of people and drew hundreds more for skin checks at a variety of events. In one-third of those skin checks, suspicious lesions were found that resulted in dermatologist referrals for further investigation.