PCPC’s #WearSunscreen marketing campaign targets every day solar safety and misinformation

This month, the Private Care Merchandise Council (PCPC) launched its #WearSunscreen marketing campaign, a nationwide initiative selling year-round sunscreen use and combating misinformation about solar safety. The marketing campaign debuted on World Well being Day (April 7) and was developed in partnership with the Shopper Healthcare Merchandise Affiliation (CHPA) and the Well being In Hand Basis.

“The incidence of latest pores and skin most cancers circumstances, particularly melanoma circumstances, is predicted to extend this 12 months,” Tesia Williams, Government Vice President of Public Affairs & Communications at PCPC, advised CosmeticsDesign. “Whereas pores and skin most cancers circumstances are rising, so is the unfold of misinformation on using sunscreen and prevention of the illness.”

Moreover, she continued, “launching on World Well being Day felt like essentially the most opportune time, given the proximity to summer time trip season and selling the day’s goal of encouraging people and communities to enhance well being outcomes.”

Based on PCPC’s press launch, “barely greater than half of Individuals say they use sunscreen throughout the summer time,” and the marketing campaign seeks to vary that by reinforcing one core message: “sunscreen saves lives.”

Reframing sunscreen as an on a regular basis important

PCPC’s technique is concentrated on encouraging constant sunscreen use no matter climate or season. “Shopper use of sunscreen has lengthy been a spotlight of PCPC and lots of of our companions,” mentioned Williams.

“Subsequently, collaboration with organizations such because the Shopper Healthcare Merchandise Affiliation, Well being in Hand Basis and Melanoma Analysis Basis, was key to educating the general public and dispelling misinformation.”

She additionally highlighted that the marketing campaign drew help from dermatologists, content material creators, and influencers to attach with a variety of customers.

CHPA President & CEO Scott Melville emphasised the marketing campaign’s behavior-change aim. “We hope this marketing campaign not solely raises consciousness, but in addition shifts conduct,” he mentioned within the press launch. “Our aim is for sunscreen to be seen not as a beach-day further, however as an on a regular basis important, as a result of that’s precisely what it’s.”

Addressing false claims head-on

The marketing campaign straight challenges deceptive and probably dangerous claims spreading on social media.

“Our unbranded marketing campaign leverages knowledge that’s possible acquainted to the general public; nevertheless, we simplified the message and have been intentional about calling out faulty data at the moment circulating on social media platforms, similar to: ‘You may make sunscreen at residence,’ ‘coconut oil can function SPF;’ or ‘sunscreen doesn’t expire,’” mentioned Williams.

As famous within the group’s press launch, whereas sunscreens have been an efficient instrument in opposition to solar publicity for many years, current knowledge demonstrates that the variety of pores and skin most cancers circumstances is projected to extend this 12 months.

“We all know that correct and constant use of sunscreen will help forestall the illness,” the press launch confirmed, and #WearSunscreen is designed to bolster this messaging.

Confirmed safety, widespread entry

The marketing campaign highlighted that each mineral and chemical sunscreens are FDA-regulated and scientifically evaluated and “confirmed to assist forestall sunburn, untimely pores and skin getting old, and pores and skin most cancers when used as directed,” based on PCPC.

Dr. Jane Yoo, a New York-based board-certified dermatologist quoted within the launch, mentioned, “Identical to brushing your tooth or clicking your seatbelt, sporting sunscreen must be a constant a part of your every day routine all 12 months lengthy.”

She added, “Common sunscreen use can minimize your danger of creating squamous cell carcinoma in half and decrease your melanoma danger by 40 p.c.”

How trade can help the message

PCPC encourages producers and suppliers to contribute to the marketing campaign’s attain via digital engagement and client schooling. “Involvement is so simple as utilizing the ‘#WearSunscreen’ hashtag of their social media posts,” Williams mentioned. “Producers can encourage customers to make sunscreen use a part of their every day routine via product messaging, in-store shows, and different direct engagement with customers.”

The marketing campaign’s official website, personalcarecouncil.org/sunscreen, presents truth sheets, social graphics, movies, and different free, science-based assets.

Monitoring influence and sustaining the trouble

PCPC and its companions are measuring success via hashtag monitoring, media protection, and public endorsements. “The last word measure of success can be to see folks of all ages and backgrounds enhance their use of sunscreen,” mentioned Williams. “Shifting client conduct will not be a straightforward process and requires an all-hands-on-deck strategy, which we’ve carried out on this marketing campaign.”

Williams mentioned the group is concentrated on sustaining the dialog past summer time: “We’re centered on fostering a 3-6-5 strategy to solar security that goes past the marketing campaign’s period,” she concluded. “We’ll proceed to interact with companions, influencers, and medical professionals to increase the dialog round pores and skin most cancers prevention.”