Witty Campaign Puts PR Where the Sun Don’t Shine

The last thing a typical teen wants in the summer is to appear pasty white. So last spring, when the Canadian Dermatology Association (CDA) decided to target teens on the
dangers of ultraviolet radiation, they knew it would be no sunny walk in the park. "Sun Awareness Campaign 2000," a summer-long campaign developed and launched last May for the
CDA by GCI Group's Canadian offices, educated teens on health risks associated with sun exposure, which can include the sometimes-fatal skin cancer melanoma.