Titled The Talk, the spot is one component of the #mimicmommy conversation Neutrogena aims to spark with families around sun safety.
Neutrogena has launched its 2016 Choose Skin Health campaign with a video featuring brand ambassador, Kristen Bell, asking mums everywhere to get real with their kids about the importance of sunscreen—and a pledge to donate $1 for every video share to the non-profit Children’s Melanoma Prevention Foundation.
The spot addresses the challenges mums face when tackling serious topics with their children. Funny yet frank, the push aims to reduce the incidence of skin cancer, which is no laughing manner. According to the brand, only 39 and 14 percent of women and men respectively use sunscreen regularly.
The above statistics point to a health issue of national importance considering that just one to two severe sunburns can increase one’s lifetime risk of developing melanoma by 40 percent. The aforementioned platform was created to change the future of skin health through education, empowerment, and early detection.
The brand is developing in-school programmes with the potential to reach 1.6 million students annually with a sun safe behaviour curriculum, sponsoring 13,000 free skin cancer screenings annually with charitable partners and working toward a goal of donating $35 million worth of sunscreen to families in need by the end of 2016.
Titled The Talk, the video is one component of the #mimicmommy conversation Neutrogena hopes to spark with families. Research shows that when parents, and in particular mothers, model a positive habit such as daily sunscreen application for children at an early age, that behaviour becomes a life-long healthy habit.
“We are rallying mums to not just apply sunscreen to their kids, but to have their kids watch their moms apply it to themselves—and go on to #mimicmommy throughout their lives,” said Suzy DePrizio, Johnson & Johnson Consumer Group Brand Director for Neutrogena Suncare.