CDA BROADCASTING RAYWATCH
By Adnews Staff
The Canadian Dermatology Association, based in Ottawa, Ontario, is sending the message "its cool to cover up" to young Canadians across the country. The message is part of the association's 2000 Sun Awareness Campaign that kicked off this week as part of Sun Awareness Week running May 15-21. The 2000 awareness campaign is targeting young Canadians 15-25 years of age. National media relations from Toronto's GCI Group will support the campaign. "RayWatch", a sun safety team of young, untanned Canadians will be dressing in sun safety gear and lathering up with an SPF 15 sunscreen. The team will travel to major outdoor youth-targeted events in the Halifax, Quebec, Toronto and Vancouver markets, offering tips on sunscreen applications and sun safety. The CDA has also teamed up with Much Music and its sister station in Quebec, Musique Plus, to produce a 30-second commercial that will deliver a sun safety message. The spot will run on both stations throughout the summer and will be offered to movie theatres and television stations for consideration as a PSA beginning in August. The awareness campaign also features sun safety survival kits that will be distributed to radio stations and Web sites across the country. The kits include hats from Tilley Endurables, videos from Twentieth Century Fox Home Entertainment, sunscreens from Ombrelle, Coppertone and Hawaiian Tropic, clothing from Solarweave, Starbucks drink certificates and sunglasses from Suntech Optics Inc. The kits will be used as giveaways for youth-oriented stations partnering with the CDA including The Edge 102.1 FM in Toronto, Hot 103 in Winnipeg, Power 92 in Edmonton, Power 104 in Halifax, Flare Online and Much Music Online.