CLIENT: Coolibar® - Sun Protection You Wear®
May is National Skin Cancer and Melanoma Awareness Month. Coolibar® is the official apparel partner of the Melanoma Research Foundation, and each year during this time, utilizes their platform as the leader in sun-protective fabric technology to raise awareness and funding for melanoma research, donating 100% of proceeds from each year’s limited-edition, sun-protective “Be Brave” T-shirts to the foundation.
“Melanoma” originates from the greek melan- (black) and -oma (tumor). Black is the official melanoma awareness ribbon color and the campaign leans heavily into its use, paired with Coolibar’s primary brand color and brand font, Gotham.
1 in 5 Americans will develop skin cancer before age 70. The campaign is built on this sobering statistic and the words “Be Brave.” Encouragement that a young girl, Quinn, offered to her older brother when he was diagnosed with pediatric melanoma at age 9.
Each of the warriors and advocates chooses a single word to represent their unique skin cancer journey and the driving force behind their advocacy.
Throughout May, the Coolibar® blog becomes a microsite for This is Brave and a home for warriors’ stories. Shared and discussed on social channels, every blog helps thousands engage with skin cancer awareness.
Instagram posts, Facebook likes, and blog shares; This is Brave touched the hearts of over 1 million people in 2021, who now know the skin cancer risks that face us all and the power of sun-protective clothing which, unlike sunscreen, never needs to be reapplied.
Inspired by a young girl Quinn’s message to her brother, limited-edition “Be Brave” tees and bandanas offer UPF 50+ rated UV protection. That means they’re guaranteed to block 98% of UVA/UVB rays. And with 100% of proceeds from every shirt sold donated to the Melanoma Research Foundation, each purchase simultaneously protects the wearer from sun damage and funds life-saving cancer research and education.
Show off your advocacy and start conversations. Sun-protective tees were designed for people of all ages. Plus, bandanas for furry family members—or days when you shed the black long-sleeve, but want that extra bit of neck protection.
Photos shared by warriors and everyday people turned sun-safety advocates in their “Be Brave” swag! Each one a generous donor to the Melanoma Research Foundation, and each one taking us one step closer to changing the statistics.
Creative Direction: Elizabeth Mullen
Addt’l Production: Kandra Lundstrom
PR & Outreach: Michelle Rivard
Social: Hayden Laimer