The sunscreens were introduced May 19 and Fleishman-Hillard, which came on as AOR for the sunscreen line in February, reached out to national and local broadcast, print, and online media, including entertainment publications like People. Cancer for College is also on Facebook and YouTube, where it launched a contest, allowing consumers to create funny commercials promoting the sunscreens.
"When you've got somebody like Will Ferrell, it's not that difficult to get exposure," said Craig Pollard, the founder of Cancer for College and a classmate of Ferrell's at the University of Southern California.
Ferrell has been a supporter of the organization since its launch in 1993. While not doing specific outreach for the sunscreens, Ferrell will discuss his involvement with Cancer for College during interviews on other topics, including his upcoming movie, Land of the Lost, said Della Sweetman, SVP, senior partner and GM of Fleishman San Diego and Los Angeles.
"We're appealing to sun worshippers, streakers, art lovers, and a growing market of body-building golfers," Ferrell said in a press release about the launch. "We hope that everyone will see the humor in this product and join us in support of a very worthy cause."
"Our campaign aims to raise national awareness, both to support product sales and to educate the public on Cancer for College's important work," Sweetman said.
One-hundred percent of the proceeds from the sale of the sunscreens will go to the Cancer for College Willpowered Scholarship Fund, to benefit cancer survivors attending college.
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