The American Cancer Society, partnering with sunscreen maker Neutrogena, has decided to take a shock-and-fear approach in their latest cancer prevention campaign.
In the ad, a young woman holds a photograph of a smiling blonde, with the accompanying headline, "My sister accidentally killed herself. She died of skin cancer." It warns readers that "left unchecked, skin cancer can be fatal," and to "use sunscreens, cover up and watch for skin changes."
Some public-health doctors are responding with sharp criticism, pointing out there is no clear evidence supporting the link between sun exposure and death from skin cancer.
According to Dr. Barry Kramer, associate director for disease prevention at the National Institutes of Health, "There's very little evidence that sunscreens protect you against melanoma, yet you often hear that as the dominant message."
Dr. Lisa Schwartz added, in reference to Neutrogena’s financial support of the campaign, "When people see an American Cancer Society PSA they expect it to reflect the best evidence. We don't want people who have a financial interest to be telling you the benefit of doing something."
The New York Times July 10, 2007