Campaign Strategy
Campaign Objective:
To reframe sunscreen as a performance-based public health tool and advocate for transparent, inclusive messaging that reflects diverse athletic realities.
The 4 Pillars of the Campaign
Public Awareness Through Narrative Reframing
We reframe sunscreen from a cosmetic product to a performance-based public health tool.
Current marketing language emphasizes terms such as “sheer,” “invisible,” and “universal,” suggesting compatibility for all users. However, consumer experiences and athlete testimonials reveal that these claims do not consistently reflect real-world athletic conditions or diverse skin tones.
By exposing discrepancies between marketing claims and lived experience, this campaign shifts the conversation from cosmetic inconvenience to health equity and communication ethics.
Athlete Voice Amplification
The campaign collects and publishes survey responses and testimonials from outdoor athletes with darker skin tones.
These lived experiences document:
-
Visible residue under sweat
-
Performance trade-offs during play
-
Distrust generated by repeated marketing inconsistencies
Integrating athlete narratives strengthens credibility and ensures that those directly affected are centered in the conversation.
Risk Perception Education
The campaign addresses widespread misconceptions regarding melanoma risk in communities of color.
Key data informing this initiative include:
-
Although melanoma is 20–30 times more common in white individuals, Black individuals are more likely to die from melanoma
-
Survival rates are approximately 94% for white patients compared to approximately 70% for Black patients
-
46% of African American individuals report zero perceived skin cancer risk; 76% report zero to low perceived risk
By presenting this data in accessible, visual formats, the campaign corrects misinformation and strengthens public health awareness.
Marketing Transparency Advocacy
The Sun Equity Campaign conducts a public marketing language audit of sunscreen products marketed toward athletes.
Common phrases such as:
-
“Sheer”
-
“Invisible finish”
-
“Dermatologist recommended”
-
“Water-resistant for 80 minutes”
often lack transparency regarding:
-
Skin-tone representation in testing
-
Athletic condition durability testing
-
Sweat performance validation
The campaign advocates for clearer labeling standards and inclusive testing disclosures to rebuild consumer trust.