"Close to 70,000 cases of skin cancer were diagnosed in Canada in 2001, and this number is growing year after year. Over 800 people died in 2002 because of skin cancer. We owe it to our children to ensure they are adequately protected from the sun’s damaging ultraviolet rays," she concluded. "Overexposure to UV rays as a child may not manifest itself as skin cancer until many, many years later. This is why I wanted to launch this education program focusing on both children and their parents."
POP – Put on Protection – is an initiative of SunSmart children’s UV protective clothing and Ombrelle suncare skin products, and consists of a comprehensive educational campaign directed at both children and their parents on the importance of proper protection of skin from the sun. Public service announcements on television and in print, a media relations program and attendance at various kids oriented events in the greater Toronto area are all key elements of the program. In addition, sachets of Ombrelle sunscreen and information on the importance of skin care are now being attached to every SunSmart brand garment sold.
SunSmart Inc. is a leading Canadian designer and manufacturer of UV protective clothing and accessories for babies, kids and youth; and a leader in sun care advocacy. SunSmart products can be found at better children’s clothing stores, at the offices of selected dermatologists, or online at www.sunsmart.ca