La Roche-Posay Expands SOS - Save Our Skin Sun Safety Initiative with Strategic Partnerships

NEW YORK, May 2, 2011 /PRNewswire/ -- La Roche-Posay, a worldwide expert in UV protection, is pleased to announce that it will kick off the second year of its SOS – Save Our Skin campaign today. The goal of SOS – Save Our Skin is to not only inform Americans about the dangers of UV rays and the importance of sun safety, but to also incite true behavioral change, such as incorporating sun protection in their daily routines and visiting their dermatologists for regular skin checks. In its first year, the SOS – Save Our Skin online campaign reached thousands of people and drew hundreds more for skin checks at a variety of events. In a third of those skin checks, suspicious lesions were found that resulted in dermatologist referrals for further investigation. This year, La Roche-Posay hopes to broaden its reach through viral and grassroots campaigns.

The focus of this year's SOS – Save Our Skin campaign will continue to be education and skin checks, the campaign's two most important tenets. To promote education, more than 8,000 kits will be distributed to dermatologists, which contain all the tools to educate patients regarding a proper skin check. The campaign will also contain a viral component, including the new iPhone application, "My UV Check," which will provide an index for the day's UVA and UVB exposure in the user's location, educate and alert users of the dangers of UVA and UVB exposure and much more.

The SOS – Save Our Skin campaign will also live through a series of initiatives, including skin checks at two New York Yankees games, as well as free skin checks being offered to all L'Oreal corporate employees.  As part of the campaign's grassroots component, La Roche-Posay will make a grant of $750,000 to the Women's Dermatologic Society (WDS) over a three-year period to support the WDS Play Safe in the Sun campaign. The mission of the WDS campaign is to spread the message of sun safety and skin cancer prevention to the public through a series of community service outreach events, including large-scale outdoor events and grassroots activities. Education is paramount when it comes to sun safety, which is why La Roche-Posay is supporting the WDS and its Play Safe in the Sun campaign.  In fact, a recent study of more than 1,600 adults showed that regular use of sunscreen led to a 50% decrease in melanoma(1).  This information can really help shape consumer behavior!

"Play Safe in the Sun and SOS – Save Our Skin share the common goal of influencing the behavior of the general public and moving them to action regarding sun safety," said Yannick Raynaud, general manager for La Roche-Posay USA. "With skin cancer on the rise, it's important to educate as many people as possible about the dangers of sun exposure and the importance of daily sun protection and regular skin checks. This collaborative partnership will allow us to greatly broaden our reach, which is why we're pleased to support this WDS initiative."

Play Safe in the Sun events will begin in the month of May – Melanoma Monday (May 2nd) and National Melanoma/Skin Cancer Awareness & Early Detection Month – with an extensive grassroots event series featuring a "Coast to Coast" local community outreach program across 50 cities that will reach an estimated total of 25,000 people. WDS members will conduct skin checks in their local areas as part of the public health initiative to educate about sun safe behaviors.

The campaign will also target the worlds of professional women's golf and tennis. Studies have shown that participants in these sports, both athletes and spectators alike, face a heightened risk of developing skin cancer due to prolonged sun exposure and cumulative sun damage. In addition, free skin cancer screenings and sun safety education will be offered at other non-sporting events, such as the Manayunk Arts Festival in Philadelphia and the Susan G. Komen Race for the Cure in St. Louis, MO.  New studies indicate that women with melanoma have a higher risk of other malignancies, including breast cancer(2).  Board-certified WDS member dermatologists will serve as volunteers at all Play Safe in the Sun events, where skin checks will be offered to all participants. Additionally, La Roche-Posay will provide thousands of Anthelios sunscreen samples per year to be distributed at events. Educational materials containing information on sun safety practices, including proper sunscreen use and application, will also be distributed.

"Education is the key to proper sun protection and skin cancer prevention, which is why our Play Safe in the Sun campaign is so important," said Diane Berson, MD, WDS president 2011-2012. "While golf and tennis enthusiasts experience a higher incidence of skin cancer, proper sun protection is vital for anyone who spends time outdoors in order to prevent skin cancer. In fact, the highest rate of melanoma is in women ages 25-29(3)."

The WDS Service Committee, co-chaired by Mona Gohara, MD and Kavita Mariwalla, MD, oversees the award-winning Play Safe in the Sun campaign.

While the campaign will again live on the SOS – Save Our Skin website, www.SOSsaveourskin.com, there will also be a NEW Facebook page, www.facebook.com/LaRochePosayusa, which will communicate the mission and details of the ongoing public awareness campaign.

For a list of all related events and dates, please go to www.womensderm.org or www.sossaveourskin.com.

About WDS

The Women's Dermatologic Society supports the careers and professional development of women dermatologists. The mission of the Women's Dermatologic Society is to help women in dermatology achieve their greatest personal and professional potential by striving to foster, promote, and support women's issues in dermatology; identify, train, and recognize women leaders in dermatology; provide a forum for developing relationships and the exchange of ideas and research relevant to women's issues; and promote the highest possible standards of ethics, research, patient care and education, as well as public education. Visit: www.playsafeinthesun.org and www.womensderm.org

About LA ROCHE-POSAY

Recommended by more than 25,000 dermatologists worldwide, La Roche-Posay is the dermatologists' brand of choice for their patients' skin. La Roche-Posay offers daily skincare developed with dermatologists to meet their standards in efficacy, tolerance and elegant textures for increased compliance. La Roche-Posay continues to be at the cutting edge of research, a commitment that is demonstrated by breakthrough innovations, highly concentrated ingredients and clinical testing. More specifically, as a leader in high UVA protection, La Roche-Posay sunscreens provide advanced patented sunscreen technologies with broad spectrum protection in revolutionary textures. La Roche-Posay products can be purchased at select physicians' offices, CVS/pharmacy, Duane Reade and online at www.laroche-posay.us.

(1)  Greene, A et al. J Clin Oncol. 2011; Jan 20;29(3):257-63

(2)  Ho L, et al. IrJ Med Sci. 2009 Mar 5. [Epub ahead of print]

(3)  Cancer Epidemiology in Older Adolescents & Young Adults. SEER AYA Monograph Pages 53-63. 2007.

SOURCE La Roche-Posay

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