Teenage Cancer Trust has signed up former ‘Pop Idol’ winner Leona Lewis to front its summer sun safety campaign, Shunburn.
Created by Livity, the Superdrug-supported campaign aims to help young people avoid sunburn, one of the primary causes of skin cancer in the UK.
Mary McCartney, renowned photographer and daughter of Sir Paul McCartney, donated her time to photograph the record-breaking singer in a series of shots highlighting Teenage Cancer Trust’s key sun protection messages.
Leona Lewis commented: “Teenage Cancer Trust is a charity that I hold very close to my heart and this campaign is so important because young people really need to know how to stay safe in the sun.
“I want to encourage teenagers to realise that whether you’re in the UK or abroad, it’s vital to cover up and use a sun cream with an SPF of 30 or above.”
The images of Leona taken by Mary will be used to spread the sun safety message all summer long on leaflets, on-line and in Superdrug stores across the country. Leona has also designed a head scarf to be sold exclusively on Superdrug.com to raise money for Teenage Cancer Trust.
A sampling programme will see Superdrug providing free sun cream for teenagers at a number of outdoor events throughout the summer. They are also including educational messages in all 913 stores and offering a 10 per cent discount on Superdrug’s own Solait brand sun cream to all those who sign up to the campaign.
A Free Burn Alert SMS text service has also been established which will send subscribers friendly reminders to take precautions on the hottest days of the summer. At the dedicated website shunburn.co.uk users can opt to be entered into a weekly draw to win festival tickets and other prizes.
Director of Communications at Teenage Cancer Trust, Lucy Jackson, said, “Skin cancer rates amongst young people have doubled in the last 20 years and there is a desperate need to educate teenagers on how to behave responsibly in the sun, which is why we’ve launched Shunburn.”
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