Initial Situation
Due to alarming data about the health of the population of Slovenia, the Association of Slovenian Dermatovenerologists decided to step up its efforts to inform the public about measures they can take to prevent skin cancer and other harmful effects of excessive, unprotected exposure to the sun.
The action presented a challenge: Informing people about the harmful effects of excessive exposure to the sun and the importance of proper skin protection, while at the same time addressing stereotypes surrounding the sun and tanning and raising the level of preventive awareness with the goal of enabling individuals to take important steps towards enhancing their health and well-being. The action was prepared in cooperation with the company Beiersdorf and its Eucerin brand.
The Solution
- Keep Skin Safe from the Sun Day (a number of activities)
- Providing pharmacists with information about the proper selection and application of sunscreen, which they in turn will pass on to their customers
- Informing the public through social networking
- Interaction with key journalists and reporters and periodic media releases
The Results
A press conference was held on Keep Your Skin Safe from the Sun Day. It generated a great deal of attention among key representatives of print, online, and broadcast media in Slovenia, who prepared a number of programs and segments about the importance of proper skin care prior to the start of the summer holiday season. The action’s group on Facebook serves to regularly inform users about facts and misconceptions pertaining to the sun and tanning. The action successfully called attention to this important health issue and, in the words of dermatologists, achieved its goals.
The Worldcom PR Group agencies advising this account are:
Di@log co, Slovenia, www.dialog-si.net
On May 31st 2009 the public sector client the European Commission launched the second phase of its “HELP – For ...