L'Oréal teams with Melanoma Research Alliance for celeb-bolstered PSA effort

L'Oréal Paris and the Melanoma Research Alliance have launched a campaign to make the dangers of unprotected sun exposure as obvious as those associated with smoking or texting and driving.

NEW YORK: L’Oréal Paris and the Melanoma Research Alliance have launched a campaign to make the dangers of unprotected sun exposure as obvious as those associated with smoking or texting and driving.

They’ve teamed up to launch the "It’s THAT Worth It" effort, which works to fight melanoma and encourage proper sun protection.

"The sort of galvanizing idea that really rang true to all of us was that we needed to elevate the use of sunscreen to be something that was so simple and so obvious that you couldn’t walk away from it," said Gloria Janata, president and senior partner at TogoRun, the lead agency on the campaign handling creative and execution.

L’Oreal Paris and the Melanoma Research Alliance (MRA) Launch the It’s THAT Worth It™ Campaign to Fight Melanoma and Encourage Sun Protection

Janata said TogoRun is coordinating with other agencies retained by L’Oréal, including McCann, which came up with the "Because You’re Worth It" tagline in the Mad Men era.

The campaign includes 11 PSAs, featuring celebrities such as Diane Keaton – a skin cancer survivor – Lea Michele from Glee, and Eva Longoria.

Janata said Longoria’s spot was shot in both English and Spanish. The PSAs will run in print and broadcast.

The campaign also includes ItsTHATworthit.org, where visitors can join Thunderclap, a crowdspeaking platform that encourages collective action. Thunderclap will send out a message devoted to the cause scheduled for 5 pm EST on May 20. L’Oreal Paris will donate $1 to the Melanoma Research Alliance for each supporter who signs up for Thunderclap as well as $1 for each L’Oréal Paris Advanced Suncare product sold in the US. In total, L’Oréal Paris will give up to $250,000 this year and $750,000 as part of a three-year partnership.

Featured in her own PSA is Danielle Macaluso, assistant VP of PR and social media at L’Oreal Paris, who was diagnosed with skin cancer at age 30. She said she’s always had a "love and a passion" for skincare PR, and while she was "not as educated" on the topic at the time of the diagnosis, she knows more now due to her work with skincare brands.

"This is something I’m really going to have to battle for the rest of my life," Macaluso said, adding that her job allows her to educate others on the danger of sun exposure, including through this campaign. "It relates so brilliantly to the idea of sun protection – you’re protecting your beauty but you’re also protecting your life. It’s also worth it to share that with others."  

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