Skin Cancer Takes Friends: Protect and Love the Skin You’re In, Procter & Gamble’s Olay and the American Society for Dermatologic Surgery
This program aimed to inspire women to protect themselves and their loved ones from the sun. A core feature: free skin cancer screenings at participating dermatologists’ offices from May to July 2007. PR support yielded widespread broadcast, print and online coverage helping the program attract more than 9,000 individuals for screenings in 200+ towns in 45 states. An estimated 2,400 suspicious lesions were identified.