Brand Information for the Skin Cancer Foundation\'s Go With Your Own Glow Campaign

1. RECOMMENDED
Tanning’s 15 minutes of fame are over.
Go With Your Own Glow.

2. About The Skin Cancer Foundation
The Leader in the Fight Against Skin Cancer
Since its founding in 1979, The Skin Cancer Foundation has set the standard for educating the
public and the medical profession about skin cancer, its prevention by means of sun protection,
the need for early detection, and prompt, effective treatment.
Skin cancer is the most common form of cancer in the United States. More than 3.5 million skin
cancers in over two million people are diagnosed annually. Each year there are more new cases of
skin cancer than the combined incidence of cancers of the breast, prostate, lung and colon.
Ninety percent of nonmelanoma skin cancers are associated with exposure to ultraviolet radiation
from the sun. A person’s risk for skin cancer doubles if he or she has had five or more sunburns.
Just one blistering sunburn in childhood more than doubles a Caucasian’s chances of developing
melanoma later in life. However, the incidence of skin cancer can be dramatically reduced through
education, behavior modification, and early detection. Skin cancer is primarily a lifestyle disease,
which is why The Skin Cancer Foundation emphasizes public awareness and education campaigns.
Public Education around the World
The Foundation’s website, www.SkinCancer.org, has more than two million visits annually. With
a #1 ranking on major search engines, the site is the leading patient information resource on skin
cancer for millions of people around the world.
Public Information
The Foundation’s printed educational materials are distributed by dermatologists and at screening
clinics, health fairs, and community wellness programs by nurses, educators and schools. Several
retail chains also distribute our sun protection information; millions of brochures, posters, books,
newsletters, manuals, public service announcements, and audiovisual materials are distributed
annually.
RECOMMENDED
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3. Media
The Foundation is recognized as a major resource on skin cancer for print and electronic media
and generates more than 600 million media impressions a year. Coverage of the Foundation
and information about skin cancer has been generated on local and national news programs
such as Good Morning America and TODAY, on websites, in magazines from Vogue to TIME,
and in newspapers including The New York Times, USA Today and The Wall Street Journal.
The Seal of Recommendation for Sun Protection Products
As a valuable guide to consumers, the Foundation’s Seal of Recommendation is granted to
sun protection products that meet the stringent criteria of an independent Photobiology
Committee. One of the first programs offered by the Foundation, it quickly gained acceptance
from consumers for setting the standard for effective sun protection with sunscreen products,
sunglasses, specially treated auto and residential window film, umbrellas, clothing and laundry
products that wash UV protection into clothing. Currently more than 800 products carry the
Seal nationally and internationally including brands such as Aveeno, Banana Boat, Coppertone,
Lancome, L’Oreal, Olay and Shiseido.
Grassroots Programs
The Foundation’s Road to Healthy Skin Tour is a travelling skin cancer screening and resource
center that makes an estimated 80 stops in the U.S. and reaches thousands of people annually.
The Sunsational Guide to Smart Sun Safety: Fun in the Sun 101 initiative is a children’s
education program comprised of both in-school and online components.
Research
Funding is provided annually for basic research and clinical studies related to skin cancer. Over
ninety research grants, totaling almost $1 million, have been awarded since 1981.
Advocacy
The Foundation, along with the National Council on Skin Cancer Prevention, was successful
in securing $4 million for melanoma research from the Department of Defense in 2009.
Recently, the Foundation has been a leader in anti-tanning bed advocacy on the federal level
by urging the U.S. Food and Drug Administration to enact stricter tanning bed regulations.
International Outreach
The Skin Cancer Foundation is committed to stopping skin cancer on a global basis and has
been a catalyst for the establishment of skin cancer organizations in many countries. Public
education abroad is sponsored by the International Advisory Council represents 26 countries.
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4. About Go with your own Glow.
While the awareness of skin cancer and the need for daily sun protection
is at an all time high, sun safe behavior continues to be surprisingly low.
Ninety percent of all non-melanoma skin cancers are caused by the sun,
and yet millions of women bake themselves on beaches and in tanning
beds to achieve a so-called beautiful, healthy look. Most of us know that
a tan is not healthy; however women continue to endanger themselves to
achieve a look that is perceived as attractive. A recent survey revealed that
43 percent of women believe they look better with a tan. In 2008, The Skin
Cancer Foundation launched a major public awareness campaign, Go With
Your Own Glow. The goal of the campaign is to change attitudes towards
tanning, in order to bring about systemic changes in tanning behaviors. The
groundwork for this campaign came from market research -- a think tank of
top fashionand beauty editors, including Jane Larkworthy of W Magazine,
Sarah Brown of Vogue, Val Monroe of O, The Oprah Magazine, Amy Keller
of Allure and Lois Joy Johnson, former editor at MORE Magazine. These
thought leaders all agreed that tanning as life priority is over. At last tanning
is finally truly out of fashion. After obtaining these valuable insights, the
Foundation created a video discussing the history of tanning and how it’s no
longer in fashion. SkinCancer.org/Go-With-Your-Own-Glow-Video.html
Then, the Foundation enlisted the pro bono help of Laughlin Constable to
create the Go With Your Own Glow print advertising campaign. Developed
to encourage women to love and protect their skin, whatever its natural
hue, the campaign is relying not just on health and safety information,but
also on fashion, promoting healthy, luminous skin as the new beauty ideal.
Once people stop linking their self esteem to tanned skin, we will really begin
making headway in the fight against skin cancer.
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5. The Campaign
The primary target audience for the campaign is young women who
frequent tanning salons, love to soak up the sun during the summer
months and believe their skin looks better with a tan. On an average
day, more than one million Americans use tanning salons. Seventy-one
percent of tanning salon patrons are girls and women aged 16-29.
The Go With Your Own Glow campaign is a series of print PSAs. By creating
a visually appealing PSA campgaign, a catchy slogan and approaching the
magazines with our target demographic, we were able to reach young
women with our message and make steps towards changing the beauty
aesthetic associated with tanned skin.
To date, the Go With Your Own Glow ads have been featured in Star
Magazine 16 times, PEOPLE twice, Harper’s Bazaar twice, TIME, Food &
Wine, Health, Marie Claire, O The Oprah Magazine, Seventeen, SHAPE,
MORE, People Country, Oxygen, Clean Eating twice, and Country
Weekly. In addition, our newest winter themed ad was featured in the
Dec/Jan 2010 issue of MORE and the 2010 PROM issue of Seventeen.
The Foundation secured more than $4.1 million in free advertising
over three years and has reached more than 328 million people with
our message. We set out to approach the top beauty and fashion
magazines and other trendsetting magazines and the result was an
overwhelmingly positive response from the publishing industry. The
fact that several of the magazines have run the ad more than once
proves that the campaign has been well received.
Our campaign also set the groundwork for a new section on
skincancer.org and due to our success we have built a passionate
fan base on Facebook. The comments and feedback that we
have received have verified our success and we can see that we
have made a positive connection with our audience. Comments
include: “Saw the ad in my TIME magazine. Thanks for this PSA.
Maybe my paleness will FINALLY be in fashion! ” and “I’m a PSA
for SPF! Sun damage is so retro. That bronzed veneer doesn’t
last nearly as long as the leathery look later on.”
We plan to continue with a traditional print campaign as the
core of the program and are looking for opportunities to
expand into other outlets such as broadcast and further our
social media efforts.
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6. Go With Your Own Glow PSA Ads
Glow-How
The top ten ways to “Go with your own glow.”
Overall:
1. etermine your natural skin color—Mother Nature
D
knows best.
2. eturn to your natural hue—slowly. It’s better if
R
ou know that indescribable you’re “made in the shade” between 10 am and 4 pm.
Let your skin fade over time to your natural color.
Then, be sure to use sunscreen everyday and avoid
something that radiates from
tanning salons! Shine on,
3. emove sunspots. There are over-the-counter creams or
R
your dermatologist can recommend one. Shine on. The sun is
deep inside? Some call it the glow. Some call
Every Day: gonna shine on me.
4. leanse.
C
it the inner shine. Bottom line, nothing attracts 5. ake your C (well, apply it, with a
T (the smart way!)
“I
Vitamin C serum).
6. ear a broad-spectrum SPF 15+ sunscreen (and reapply every
W used to tan, but I don’t any more. I just don’t
like the natural, healthy glow of your skin. So, couple hours) to keep your skin young and flawless.
look good with a tan. It’s not attractive. I really
Every Night: think natural skin tone is what looks best. It’s what
glows.” Songs like Sarah Buxton’s “Shine On” have
ask yourself this: why burn it, fry it, dull it? 7. emove makeup.
R
earned her a nomination as the Academy of Country
8. xfoliate regularly.
E
Music’s new female vocalist of the year. Find out all
9. se a retinol-based serum—over-the-
U
Don’t have an answer? Neither do we. counter or doctor-recommended. the right ways to enjoy the sun, protect yourself, and let
10. oisturize, moisturize, moisturize.
M your inner beauty shine on.
Go with your own glow Go with your own glow™
www.skincancer.org www.skincancer.org
© 2010 The Skin Cancer Foundation Campaign created by Laughlin Constable, www.laughlin.com
© 2008 The Skin Cancer Foundation Campaign created by partners + jeary, www.partnersandjeary.com © 2010 The Skin Cancer Foundation Campaign created by Laughlin Constable, www.laughlin.com
Natural How To Celebrity
raisin is a grape that didn’t have the sense to get out of the sun. And think about
it, if the giant orb in the sky can do that to a little piece of fruit, imagine what
hen the mercury falls, don’t let your it’s doing to your precious skin. Layers one to seven do not like being basted, toasted,
defenses against the sun’s rays follow suit. You may
be swathed in scarves, Ugged-up, and thinking roasted, fried, and all other manner of scorched. And how does your
hot chocolate, but the sun doesn’t go south for the skin show it? Hello wrinkles. Hello crow’s feet. Hello blotches and
T
winter. In fact, snow reflects about 80% of the
UV rays, almost doubling the skin-scariness.
burns and who-knows-what-all-else. Not to be prejudiced, but on
anning’s fifteen minutes are over. And what’s more, since the trees have shed the pecking order of brains, we humbly submit that human be-
their leaves, your fresh face is more directly
Let your inner health, beauty, and in the line of fire than ever. Those crinkly,
ings should have more sense than dumb grapes. Don’t
vitality shine through. squinty, snowy wrinkles around your eyes you agree? Nothing looks better on you than
and mouth? If you’re not careful, they’ll
the healthy, glowing, radiant shine
probably still be hanging around long
after the spring thaw. But relax. Just you were born with. Because
remember, when you’re layering
today, being healthy –
on the cashmere or wool or
fleece, to dab a dollop of truly healthy – is
sunscreen on your
what’s sexy.
face, hands, ears,
and neck. And
don’t forget
a chic wide-
brimmed hat. You’ll have a healthy off-season
glow that is, quite simply, all your own. And all that
much more stunning because of it.
Go with your own glow
Join on Facebook www.skincancer.org
© 2009 The Skin Cancer Foundation Campaign created by partners + jeary, www.partnersandjeary.com
© 2008 The Skin Cancer Foundation Campaign created by partners + jeary, www.partnersandjeary.com
© 2009 The Skin Cancer Foundation campaign created by Laughlin Constable, laughlin.com
Fashion Winter Beauty
JOB NUMBER: SCF-0001 JOB NAME: Go With Glow PUBLICATION: Food and Wine Magazine SIZE: full page bleed 8.25x10.75 ISSUE DATE: May 2008
AGENCY: partners+jeary CONTACT: 212.422.4006 AD: lj CD: kk AE: mj DUE DATE: 3/11/08
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7. $4.1 million dollars in pro bono ad space
reaching more than 328 million people.
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8. Why do it?
Because Sun Protection Matters
• Consumers prefer to buy from, work for and invest
in companies that are good corporate citizens.
• Proven Success in the market place
• Corporate commitment for social responsibility.
According to a PRWeek/Barkley PR Cause Survery:
• 75 percent of people will try a brand because it supports a
cause they care about
• 64 percent of consumers will pay more for a brand because it
supports a cause important to them
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9. Brand Essence
RECOMMENDED
Brand Attributes
• vibrance • style
• fashion • confidence
• beauty • active
• wellness • sophistication
• natural
Target Audience
• teens
• young women
• girls and their mothers
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10. Product Concepts
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11. Product Concepts
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12. Contact
For licensing and promotional inquiries please contact
Sheryl Victor Levy
Sheryl@savvystrategyonline.com
917.747.7954
Laurie Berkin
Iberkin@marathonmarketing.net
770.455.7681
For more information about the Skin Cancer foundation please contact
Erin Mulvey Stoeber
emulvey@skincancer.org
212.725.5176 ext. 106
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