NEW YORK: L'Oréal-owned La Roche-Posay is launching a skin cancer awareness campaign aimed at educating both employees and consumers.The launch is timed to coincide with May being National Melanoma Awareness month.
The "SOS – Save Our Skin" campaign will center on an interactive microsite (www.sossaveourskin.com), where consumers can learn more about melanoma, get advice, and share their experiences. The website will launch on May 4 to health and beauty editors and bloggers at L'Oréal's US headquarters in New York. The launch event will feature board-certified dermatologist Wendy Roberts and offer cancer screening checks to invited guests.
“We are targeting health and beauty writers and bloggers because our campaign objective is to get people to log on to the SOS website, share their stories, and learn more about sun-safe behavior,” said Gene Colon, AVP of medical/media relations at La Roche-Posay. “Down the line we are planning to work with skin cancer organizations and use social media to promote the site further.”
Creative Media Marketing, AOR for L'Oreal brands La Roche-Posay and Vichy, is working on consumer elements of the campaign.
The employee campaign, which also begins this week, will feature a three-day corporate launch event where L'Oréal staff will be invited to attend educational forums and participate in skin cancer screenings.
Colon explained that the employee campaign is part of L'Oréal's staff outreach program. “When we were putting this campaign together, our employee wellness survey told us that that sunscreen usage was below the national average for our staff but money spent on the cancer was the fifth highest, so we realized we had a knowledge gap to fill,” he said.
Metrics for the campaign will include website hits and activity and employee feedback. The campaign will run year-round with increased focus during the summer months.