There will always be people who love having a tan regardless of season, but the Canadian Dermatology Association is hoping to reduce their numbers with a new campaign warning about the dangers of indoor tanning.
The campaign, ‘Tanning is Out,’ includes television, radio, and posters. Media and creative were handled in-house; the TV spot was based on storyboard creative by the American Academy of Dermatology and adapted for the Canadian market. The television and radio buys are rolling out this week, and details on placement were not yet available. The posters will be placed in health units across the country, as well as in-school health offices.
The campaign creative focuses on real-life melanoma survivors who tell their stories about surviving skin cancer and urge others to learn more about indoor tanning. The women featured are meant to reflect the campaign’s target demographic, young women in their teens and 20s, and designed to appeal to women in a peer-to-peer manner.
The PSAs will be aired nationally from February until June, a time period that includes key indoor-tanning times such as pre-prom and March break.
One of the goals of the campaign is to urge Canadians to appeal to the government to ban artificial tanning for people 18 and under. A petition is up on the Canadian Dermatology Association website, and all campaign creative drives to the site.
