CDC on sunscreens
This article was originally published in The Rose Sheet
Executive Summary
"Choose Your Cover," the federal government's first national preventive skin cancer public service campaign, encourages consumers to "protect themselves from the sun's UV rays" by using a sunscreen with at least SPF 15, wearing a hat, seeking shade and using sunglasses, the agency said at a May 20 press conference in Washington D.C. The Centers for Disease Control & Prevention is launching a five-year, multimedia campaign with a $600,000 to $700,000 annual budget supporting TV, print and radio spots, as well as educational materials. The public service effort targets 18-to- 25-year-olds, "an age group that spends many hours in the sun," HHS Secretary Donna Shalala said, and carries the simple message: "To protect the skin you are in, choose your cover." The agency developed two 30-second TV spots for prime time and cable, five print ads slated to run in beauty and sports books and five radio PSAs. CDC expects the campaign to break in June. The agency also has a Web site (www.cdc.gov/ChooseYourCover)...