Cancer Research teams with Asos to target youth
Cancer Research has partnered with Bauer Media and Asos.com as part of its SunSmart campaign.
The annual SunSmart campaign aims to raise awareness of skin cancer and encourage young people between 16 and 24 to protect themselves in the sun.
Asos has created an online tool, dubbed the Fashion Forecast, to provide fashion and outfit advice based around skin type, the weather forecast and the occasion.
The tool has been designed to help fashion conscious young people stay safe in the sun.
Asos will promote the partnership via all its marketing channels including its website, customer magazine, email campaigns and social media.
Users are also entered into a weekly draw to win £100 of vouchers to spend on the fashion site.
Bauer Media will also promote the initiative across its multi-platform channels including its celebrity weekly, Heat and young women’s glossy, More! magazine and its radio networks Total Kiss FM and Heat Radio.
The partnership was negotiated by Mediacom.
Caroline Cerny, SunSmart campaign manager at Cancer Research UK, says: “The aim of this partnership is to show people that looking good in the summer and protecting yourself from the dangers of too much UV, don’t have to be mutually exclusive.
“Using clothes to cover up is another great way to protect skin from too much UV, and that’s why we’re working together with ASOS to show how easy it can be to be SunSmart and stylish at the same time.”
