Working with Chicago-based Public Communications Inc., the AAD is reaching out to national media, including parenting, health, lifestyle, and children's publications, said Missy Lundberg, senior manager for PR for the AAD. "We're also targeting some online media like HealthDay and WebMD, as well as trade and professional media," she added, "such as Pediatric Nursing, School Nurse News, and dermatology trades."
The AAD is providing Academy members with resources, including bookmarks, posters, and media relations materials, to spread the word about KidsSkinHealth.org to patients and others in the community. The site itself features separate sections for adults and kids, activities for parents and kids to do together, and an interactive game, "It's a Skin Cell's Life."
"Our objectives of the Web site are to increase awareness of the importance of skin, hair, and nail care among parents and their children, provide important and potentially life-saving information about the body's largest organ," Lundberg said, "and to position the Academy and its members as authorities on skin, hair, and nail conditions."
The AAD is not using social media with this campaign, but is encouraging reporters and influencers to do so. It is offering a widget linking back to KidsSkinHealth.org that can be added to practices' and organizations' Web sites.