Skin cancer is a preventable disease, yet it will touch one in five Americans1. In a study conducted by Steven Q. Wang of Memorial Sloan-Kettering Cancer Center’s Dermatology Division2, 86% of surveyed participants knew sunscreen helps prevent skin cancer when used with other protection measures, yet despite this knowledge, less than 20% were using sunscreen on a regular basis. A worldwide expert in UV protection, La Roche-Posay is dedicated to not simply raising awareness about the importance of sun safety but also inciting actual behavioral change. In keeping with this mission, the brand takes measures to inform the public about upholding four commitments: seek shade from 10 am to 2 pm, use the correct amount of sunscreen and reapply every two hours and receive annual skin checks, aiming to share these important lessons by offering free skin checks in various locations all over the country.
This summer, La Roche-Posay instructed the public in a fresh, new way. On June 21 st and June 22 nd, La Roche-Posay took over a New York City landmark – Madison Square Park – to kick off the first day of summer and further its mission of spreading knowledge about sun safety measures. Together with the Women’s Dermatologic Society (WDS) and drugstore chain Duane Reade, La Roche-Posay raised awareness about sun protection and skin cancer prevention as part of its SOS – Save Our Skin campaign. Now in its fourth year, the campaign has performed over 8,000 free skin cancer screenings through the help of over 200 volunteer dermatologists stationed at over 130 events nationwide, including Yankees home games. As a result of the campaign’s efforts in spreading awareness about skin cancer, suspicious lesions were found in almost 30% of the screenings, leading to dermatologist referrals for further investigation—helping save lives.
This year, 342 skin checks were performed during the Parasols of Protection event, which began onFriday, June 21 st, and featured a surprise appearance by Yankee starting player Brett Gardner, who received a skin check during the day.
“I am proud to be a part of La Roche-Posay’s exciting SOS – Save Our Skin public awareness campaign,” says Brett Gardner, New York Yankee. “As a baseball player who spends a considerable amount of time outside, I know the importance of sun safety practices, and the Parasols of Protection event is an impactful way to help educate the public on the importance of sun protection and annual skin checks.”
The two-day “take-over” featured an awe-inspiring art installation of colorful umbrellas suspended in the air to form a walkway through the park, underscoring the brand’s commitment to promoting safe sun practices. This one-of-a-kind art installation served as the backdrop for a fun-filled day where consumers learned how easy it is to make safe sun practices a part of their everyday routine. Board-certified dermatologists from the Women’s Dermatologic Society (WDS) were on-hand to provide free skin checks, answer related questions and provide sun safe behavior tips.
In addition, an innovative digital wall was set up to further educate consumers through an interactive sandbox where they had to find hidden La Roche-Posay’s Anthelios sunscreens images within 30 seconds in order to unlock special prizes. Sun safety materials, including Anthelios samples, and educational pamphlets were also distributed, further bolstering La Roche-Posay’s commitment to fostering regular sunscreen application by offering Anthelios samples on-site. Beauty advisers from Duane Readewere at the event, encouraging skin checks and promoting sun safety education. La Roche-Posay Anthelios products were also available for purchase, with a portion of proceeds being donated to skin cancer research.
The event carried on into the next day, Saturday, June 22 nd, when La Roche-Posay experts continued to share facts about the importance of sun safety with visitors. Duane Reade will also offer free skin checks at the following New York City store locations on July 12 th and July 13 th:
- Upper West Side: 2075 Broadway (at 72ND Street)
- Columbus Circle: 4 Columbus Circle
- Times Square: 661 8th Avenue (at 42ND Street)
- Herald Square: 1350 Broadway (at 36TH Street)
- Union Square: 52 East 14TH Street (at Broadway)
As a leader in advanced UVA protection formulation research and innovation for over 15 years and creator of the groundbreaking Anthelios sunscreens, La Roche-Posay is dedicated to not only educating the public about sun safety but actually inciting behavioral changes as well. Through its annual SOS – Save Our Skin campaign, the recipient of the Journal of Drugs in Dermatology (JDD) 2013 Corporate Social Responsibility Award, La Roche-Posay spearheads various initiatives to inform the public and show how they can easily incorporate sun protection into their daily routines including having regular skin checks.