As part of its Choose Skin Health campaign, Neutrogena, in partnership with the Creative Coalition, will combine sun care thought leadership with entertainment industry influence to communicate facts about skin cancer and convey the urgency of sending positive messages to the American public about sun protection.
“Neutrogena has a responsibility to educate on the importance of sun safety," said Jim Colleran, President of Neutrogena Corporation.
"We know films and television greatly influence consumer behavior, especially that of young adults, and we designed this initiative to start a dialogue to reinforce the importance of sun protection and de-glamorize tanning within pop culture.”
Neutrogena stated that it is hopeful the campaign will gain the same momentum as the campaign to end onscreen tobacco use.
"The Creative Coalition is proud to be working with Neutrogena in this innovative alliance that leverages the arts and entertainment industry to positively impact a public health crisis," said Robin Bronk, CEO of The CC.
Skin cancer: a US epidemic
According to Neutrogena, in early 2010 skin cancer was officially acknowledged as an epidemic in the US with more than one million cases of skin cancer predicted to be diagnosed this year.
However, the California-based company says that prior to these announcements, and its ongoing effort to educate Americans on the dangers of tanning and the importance of year-round sun protection, prompted it to initiate the Choose Skin Health Campaign, in 2008.
Earlier this year, Neutrogena conducted a nationwide study to further understand America's sun protection habits. The study confirmed most Americans (94 percent) know prolonged sun exposure can cause skin damage and skin cancer, yet only 20 percent of people wear sunscreen daily.
With the insight that film and television transmit and influence ideals of beauty, Neutrogena seeks to empower the arts and entertainment industry leaders to be at the forefront of the movement to change sun practices of Americans.
It has also turned to social media site Facebook to promote the campaign, urging users to join, support, and learn about the dangers of sun exposure, as well as suggesting users examine themselves for unusual skin markings and moles.