Awareness campaign close-up: Sun risk warning aims at children

Organisation Cancer Research UK Campaign SunSmart Timescale 30 March onwards PR budget £30,000 of overall campaign spend of £170,000

Cancer Research UK is preparing to launch its second annual SunSmart campaign, which aims to raise awareness of the dangers of the sun.

The campaign takes a more ‘focused’ approach than its debut year in

2003, according to Cancer Research UK PR manager Georgia Veats, and is targeting young people and parents. Sunburn in childhood can significantly increase the risk of skin cancer later in life, Veats said.

The organisation has roped in celebrities such as Olympic gold medallists Matthew Pinsent and James Cracknell plus pop stars LeAnn Rimes and Kelly Osbourne.

Media relations work will aim to achieve national news and feature coverage. Tailored press packs, including releases, tips for readers, statistics on skin cancer and celebrity quotes and pictures were sent to target long-lead media, such as parenting and teen magazines, in February. Cancer Research UK’s network of press officers will tailor national stories.

Postcards are being sent to more than 50,000 nurseries, schools, universities, cinemas and clubs/bars in Ibiza.

The campaign will launch next Tuesday, with Sun Awareness Week starting on 10 May.

The campaign is funded by the Government, with Boots, Lloydspharmacy, Homebase and Craghoppers as corporate partners.

For more details contact Georgia.Veats@cancer.org.uk or on 020 7061 8320.

Awareness campaign data supplied to PRWeek by Foresight: Visit www.

foresightonline.co.uk

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