Now encourages women to take skin cancer seriously and raises awareness of melanoma through its Smart Girls Fake It campaign. The campaign also educates young people on the dangers of tanning and promotes safer alternatives and sun cream use.
Smart Girls Fake It kicks off with a celebrity filled launch party in June held at a central London venue, say the publishers. The campaign will then tour four urban beaches in big cities throughout the UK to educate bathers on how to stay safe in the sun. Superdrug will offer sampling of its Solait skin protection and bronzing products on the tour. The partnership will be promoted through editorial features, advertorials and display ads in print and digitally, as well as through Now’s social media channels. In addition, Superdrug will promote the campaign in-store, to Beautycard holders and also through its customer magazine.
Sally Eyden, editor, Now says: “Melanoma is the second most common cancer in young adults and it is incredibly important that we teach young people how to look after their skin. While there is a very serious message at the heart of our campaign, it is designed to be cheeky, fun and ultimately let young people know that they don’t have to put themselves at risk to have a healthy glow this summer.”
Gemma Mason, Superdrug marketing manager adds: “At Superdrug we take sun awareness seriously and 2014 is the ninth year of our skin cancer awareness campaign. We’re delighted to be working with Now to encourage all young women to become more sun aware and fake their summer glow.
“Using sun protection when the sun is shining is vital for everyone to have a safe summer. We’re talking to parents and children this summer through the Sun Safe Schools campaign in conjunction with skin cancer charity SKCin and this new partnership will allow us to also educate young women in fun and engaging way.”
Now first ran the campaign in the summer of 2012 and this is the first time the campaign has secured a commercial sponsor.
Superdrug has been running an annual skin cancer campaign for nine years. This year Superdrug’s SOLAIT suncare brand received Best Buy and Great Value accolades in Which? Magazine’s suncare consumer testing.
