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Go With Your Own Glow
 

Go With Your Own Glow

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

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

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    Go With Your Own Glow Go With Your Own Glow Document Transcript

    • RECOMMENDED Tanning’s 15 minutes of fame are over. Go With Your Own Glow.
    • 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 1
    • 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. 2
    • 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. 3
    • 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. 4
    • 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 5
    • $4.1 million dollars in pro bono ad space reaching more than 328 million people. 6
    • 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 Join Us 7
    • Brand Essence RECOMMENDED Brand Attributes • vibrance • style • fashion • confidence • beauty • active • wellness • sophistication • natural Target Audience • teens • young women • girls and their mothers 8
    • Product Concepts 9
    • Product Concepts 10
    • 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 11