La Roche-Posay Plans to Ignite Real Behavior Change with their SOS - Save Our Skin Campaign

NEW YORK, May 4 /PRNewswire/ -- La Roche-Posay, a worldwide expert in UV protection, launches its SOS – Save Our Skin campaign today. The company that brought the highly anticipated Anthelios sunscreen franchise to the U.S. now is embarking on a new public health awareness and educational campaign to not only inform Americans about the dangers of UV and the importance of sun safety, but to also incite true behavioral change, such as including sun protection in their daily routines and visiting their dermatologists for regular skin checks.

The incidence of skin cancer has started to reach epidemic proportions and the statistics are staggering.  About 90 percent of non-melanoma skin cancers are associated with exposure to ultraviolet radiation(1) from the sun. As a result, one in five Americans will be diagnosed with skin cancer this year alone(2). Still, dangerous misconceptions about the sun and the effects of UV rays persist:

• 65 percent of Americans still believe there are "safe types of UV rays"(3)
• 50 percent of Americans are unconcerned about sun exposure(3)
• One out of four young Americans have used tanning beds in the past year(4)

Still, the good news is that with early detection, 99 percent of skin cancer patients survive(5). That's why La Roche-Posay is embarking on this very relevant and necessary initiative aptly called SOS – Save Our Skin.

The unique factor at the center of this campaign is the human element that takes on the responsibility to engage the public and encourage them to learn the facts and share personal stories. The goal is to teach, impact and promote action. This innovative public awareness campaign will use all major media components to reach as many people as possible via in-store events, offline initiatives with dermatologists, pharmacists, journalists, and a very unique online mini-site (www.sossaveourskin.com) to raise awareness regarding the dangers of UV exposure and the importance of UV protection.  

To change behavior you have to believe. This interactive approach through online educational videos by dermatologists, journalists and skin cancer survivors will foster belief and understanding through a true dialogue that will help spread the word. This site is the hub of the entire public awareness campaign where users have access to dynamic and informative content that will allow them to learn from each other and experts to discover more about UV protection (including the importance of regular skin checks and how to perform self checks) and help influence others in establishing their own sun safe behavior.

Enacting change takes community, and as the "SOS Community," La Roche-Posay will make a donation every time someone joins the SOS cause as well as when anyone purchases an orange SOS ribbon in support of the cause. The proceeds will go to organizations with synergistic missions, like the Women's Dermatologic Society (WDS) and The Skin Cancer Foundation, which also educate the public regarding proper sun safe behavior.  

"With more than 3.5 million cases of skin cancer diagnosed each year(6), we now know that proper protection is the key to decreasing this staggering statistic," said La Roche-Posay General Manager Yannick Raynaud. "The ultimate objective of the SOS – Save Our Skin campaign is to create change, and we know that change begins in your own backyard."  

To set the SOS – Save Our Skin campaign in motion and mark the start of Melanoma Month in May, La Roche-Posay will host a three-day corporate launch event at L'Oreal USA headquarters (La Roche-Posay is a L'Oreal brand) in New York, NY – the first of its kind. During this time, all L'Oreal USA employees are encouraged to attend educational forums and participate in free skin cancer screenings with over 50 dermatologists that will be on hand.

"Education is paramount when it comes to proper sun protection and skin cancer prevention. As a dermatologist, I strive to go beyond just examination and detection; I want to educate in order to increase compliance and prevention, which is why I am so proud to be a part of this program," said Women's Dermatologic Society Immediate Past President and board certified dermatologist  Dr. Wendy E. Roberts, MD. "With more new cases of skin cancer diagnosed nowadays than breast, prostate, lung and colon cancer combined, we know that prevention and early detection are two of the most effective ways to minimize this risk. It's really that simple!"

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 a unique range of daily skincare developed with dermatologists to meet their standards in efficacy, tolerance and elegant textures for increased compliance. The products, which are developed using a strict formulation charter, include a minimal number of ingredients to reduce side effects and reactivity and are formulated with active ingredients at optimal concentrations for increased efficacy. Additionally, every La Roche-Posay product undergoes stringent clinical testing to guarantee efficacy and safety, even on the most sensitive skin.

As a leader in high UVA protection, La Roche-Posay Anthelios sunscreens provide advanced patented sunscreen technologies, including some with Mexoryl SX or CELL-OX Shield™, with broad-spectrum protection and high photostability in revolutionary textures. La Roche-Posay products can be purchased at select physicians' offices, CVS/pharmacy and Duane Reade locations, and online at www.larocheposay.us.

(1) Armstrong, B.K, and A. Kricker, How much melanoma is caused by sun exposure?, Melanoma Research, 1993:3:395-401.

(2) American Cancer Society, Skin Cancer Detailed Guide: Skin Cancer Facts.

(3) Source: RAYS: Your grade, survey by the American Academy of Dermatology.

(4) American Cancer Society, Skin Cancer Detailed Guide: Skin Cancer Facts.

(5) Early detection means before the tumor has penetrated the epidermis.  Huang CL, Halpern AC. Management of the patient with melanoma. In: Rigel DS, Friedman RJ, Dzubow LM, Reintgen DS, Bystryn J-C, Marks R, eds. Cancer of the Skin. New York, NY: Elsevier Saunders; 2005:265-75.  

(6) http://www.skincancer.org/Skin-Cancer-Facts/

SOURCE La Roche-Posay

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