In the United States, one person dies every hour, every day from melanoma.*
THE STYLE NETWORK URGES VIEWERS TO COVER UP FOR SKIN CANCER AWARENESS MONTH AND ADDS MORE LAYERS TO THE “FIGHT WITH STYLE†SKIN CANCER PREVENTION INITIATIVE WITH STARTLING RESULTS OF IMPORTANT NEW POLL THAT SHEDS LIGHT ON WOMEN’S AWARENESS AND KNOWLEDGE OF THE DISEASE
Expansion of Year-Round Campaign Includes New Celebrity PSA, Online Content and Powerful Non-Profit Partnerships — All Aimed at Raising Education and Detection of the Most Common and Preventable Form of Cancer
Los Angeles, CA, May 3, 2011 – As part of its ongoing “Fight with Style†campaign to promote skin cancer prevention and the detection of a disease that affects one in five Americans, The Style Network announced today the glaring results of a nationwide poll of 1,000 women and their limited knowledge of skin cancer. Coinciding with May’s Skin Cancer Awareness Month, the poll — the first-ever comprehensive survey conducted on the subject by a cable network — provides an in-depth look at women’s reactions to the startling statistics, their lifestyle choices and their understanding of the disease. Along with an extensive campaign that includes celebrity PSAs and online resources, The Style Network partners with two leading non-profit organizations, The SHADE Foundation and Melanoma Research Alliance (MRA), to increase awareness for this preventable form of cancer.
“Continuing the fight against skin cancer is one of the best things we can do – for our viewers, our employees and for mothers and children everywhere,†said Salaam Coleman Smith, President, The Style Network. “Skin cancer knows no boundaries, affecting every gender, age, ethnicity and region. Style’s investment in this poll was to support our education and outreach efforts and to save lives. Our hope is to raise the level of discussion on this important topic, so that we – with the help of our partners – can reduce the risks of skin cancer, improve early detection and eradicate melanoma.â€
Highlights from the nationwide poll include:
- Even though skin cancer is the most common cancer, nearly half (48%) of women have NEVER been to a dermatologist and only 14% have been out of concern for skin cancer.
- 63% of respondents where shocked to learn that one person dies every hour from melanoma and 48% were surprised that there are more new cases of skin cancer than breast, prostrate, lung and colon cancers combined.
- Concern for cancer is high among women (70%), but drops 15 points when specifically talking about skin cancer (55%).
- When it comes to using sunscreen while being exposed to the sun, only one in five lather it on daily.
- Most women (87%) are concerned about some aspect of UV damage and skin cancer is the most frequently cited reason why.
- 55% of those surveyed knew someone diagnosed with skin cancer. 17% had an immediate family member and another 23% a more distant relative.
- Majorities of all demographic cohorts agreed it was NEVER acceptable to use indoor tanning beds. Of the 32% of respondents who had ever tanned indoors, just 7% were still currently using them. Apprehension about skin damage (59%) and skin cancer (49%) were the most frequently cited reasons for cutting back on their guilty pleasure. For those who have tried indoor tanning, 62% cited “I look better when I’m tan†as the #1 reason.
- 1/5 of respondents (20%) have been blistered a few times. 17% have endured this advanced type of sunburn five or more times, putting them at higher risk for melanoma.
- Over 3/4 (76%) said they would NOT let their child, or an important teenager in their life, go to a tanning salon before prom or a similar event.
Additionally, the “Fight with Style†Skin Cancer Prevention Campaign provides viewers with the most up-to-date, comprehensive information about a disease that will affect half of the American population who live to age 65.
Throughout May, elements of The Style Network’s efforts include:
Original Public Service Announcements – Available on-air and online, these PSAs feature a variety of arresting yet brutally honest content that include the startling statistics of melanoma and tips for getting a healthy glow safely. The Style Network also will premiere a “Naked†celebrity PSA, featuring Tatyana Ali, Tempestt Bledsoe, Brandy, Cacee Cobb, Danielle Fishel, Ashlan Gorse, Meghan McCain and Jenn Proske. In conjunction with Style’s partner, the SHADE Foundation, a version of the “Naked†PSA will be seen airing in a NBC Rockefeller window throughout the month of June.
Online Resources – MyStyle.com (under the “Fight with Style†tab) serves as a clearing house for the latest skin cancer information, including self-exam guides, tips for keeping families and children safe in the sun, advice on how to look good and be sun-savvy and links to The Style Network’s non-profit partners, including the Melanoma Research Alliance (MRA) and SHADE Foundation.
In the Community and Non-Profit Partnerships – In observance of Skin Cancer Awareness Month, Style will co-host events in Los Angeles (May 4) with MRA and in Washington, D.C. (May 11) with the SHADE Foundation. The MRA event focuses on raising money to support melanoma research and the SHADE reception recognizes students who participated in a nationwide poster contest to raise awareness of skin cancer. Senator Scott Brown (R-MA), Senator Patrick Leahy (D-VT) and Representative Norm Dicks (D-WA), along with their wives, will attend the SHADE event. Style also will host free screenings with a dermatologist for employees at the company’s headquarters in Los Angeles. Later this summer, the network’s “Beauty Bus†will be back on the road, offering mini-makeovers to the public along with an opportunity to use a Reveal Imager to see any underlying skin damage.
Educational Materials – The Style Network has created informative, fact-filled postcards to be distributed at various consumer events, including NBCUniveral’s Healthy Week exhibit “Step-a-Thon†in New York City’s Times Square May 23-25, and the “Beauty Bus†multi-city tour.
* Source – Melanoma Research Alliance (2011)
About the Methodology
The polling companyTM, inc./WomanTrend conducted the nationwide online survey among 1,000 women nationwide aged 18-54. The survey was fielded from March 28 – April 5, 2011. The sample was drawn utilizing opt-in online panels of respondents targeted by gender and age while maintaining a representative sample of race, marital status, household income, educational attainment and region. The margin of error for this study is ±3.1%. Full results of the poll are available upon request.
About The Style Network
The Style Network is the destination for women 18-49 with a passion for the best in relatable, inspiring and transformational lifestyle programming. Style currently counts 67 million cable and satellite subscribers and is one of the fastest growing women’s networks in the U.S. Mystyle.com keeps women up-to-date on all of the latest fashion and beauty news on the web. Style’s popular series include “Ruby,†“Giuliana & Bill,†“Clean House,†“Jerseylicious,†“Kimora: Life in the Fab Lane,†“How Do I Look?†“Too Fat for 15: Fighting Back†and “Whose Wedding is it Anyway?†The Style Network is a network of NBCUniversal Entertainment & Digital Networks and Integrated Media, a division of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.