Campaigning for Skin Cancer Awareness for More Than Just One Month: Q&A with Andrea Craven

Author(s):

Skin cancer is often overlooked by many Americans, who are at elevated risk for being over exposed to the sun in the summer months.

Andrea Craven
Head of marketing
Cutaneous oncology, specialty dermatology
Sun Pharma

Since May is both Skin Cancer Awareness Month and the unofficial start of summer, it makes it good time for companies to promote skin cancer screenings and treatments. However, skin cancer is something that impacts Americans year-round, and it is often overlooked. Andrea Craven, head of marketing for cutaneous oncology and specialty dermatology at Sun Pharma, spoke with Pharmaceutical Executive about the company’s ongoing campaign to raise awareness about the risks of skin cancer.

How can people protect themselves from skin cancer?

Key Takeaways

People remain unaware of the significant impact of skin cancer.
Spring Screenings is a national effort to encourage screening for skin cancer that started in May, Skin Cancer Awareness Month, and continues beyond.
Early detection of skin cancer means better outcomes.

Pharmaceutical Executive: Why do so many people remain unaware of the significant impact of skin cancer?
Andrea Craven: There are many reasons people remain unaware of the significant impact of skin cancer, despite it being the most common cancer in the United States. Here are a few reasons why people remain unaware of the significant impact skin cancer:

Perception of Low Risk: Many individuals, especially those with darker skin or those living in colder climates, mistakenly believe they are not at risk.
Delayed Symptoms: Skin cancer often develops slowly and painlessly, leading people to overlook early warning signs like unusual moles or lesions.
Lack of Education and Public Messaging: Compared to other cancers, skin cancer receives less widespread media coverage and public health campaigning—especially outside of peak summer months.
Cosmetic Normalization of Sun Exposure: Tanning is still culturally associated with beauty and health in many societies, downplaying the risks of UV exposure.
Infrequent Skin Checks: Unlike breast or colon cancer, regular screening for skin cancer isn’t a routine part of most people’s healthcare, especially without any symptoms.

PE: What are the main goals of the Spring Screenings campaign?
Craven: Spring Screenings is a national effort to encourage screening for skin cancer that started in May, Skin Cancer Awareness Month, and continues beyond. As our team started planning for Skin Cancer Awareness Month, we realized companies are honoring it in May and then shutting off marketing campaigns that encourage skin cancer screenings on June 1^st. The campaign is intended to encourage skin cancer screenings not only this month but beyond and will stay live all year long. Here are a few of the key goals of the Spring Screenings campaign:

Raise awareness about who is at risk for skin cancer and the vital importance of early detection
Encourage people to get screened and spread awareness to protect their family, friends, and coworkers

According to a 2022 survey published in the American Academy of Family Physicians (AAFP), the average wait time to see a dermatologist is more than a month. This campaign is meant to encourage people to make their appointments sooner rather than later since early detection of skin cancer means better patient outcomes.

PE: How important is it for people to get screened for skin cancer?
Craven: Early detection of skin cancer means better outcomes. Treatment and recovery are much easier when abnormal marks are caught before they spread to other places of the body. That’s why it’s important to get regular skin cancer screenings with a dermatologist. Detecting actinic keratosis (AK), squamous cell carcinoma (SCC), basal cell carcinoma (BCC), and melanoma early is believed to have better outcomes.

Every hour, skin cancer claims the lives of more than 2 people in the United States and approximately 9500 Americans are diagnosed with skin cancer every day and the rates of diagnoses are only going up. Despite its prevalence, many people remain unaware of the warning signs on their skin. Early detection can help identify and treat pre-cancers or early-stage skin cancers before they become more serious.

PE: What are the best ways for campaigns like this to reach their intended audiences?
Craven: Spread the word! Talk to your friends, share on social media, and encourage friends, family, and coworkers to schedule a dermatologist appointment today. At the bottom of the Spring Screenings website, there is a card that people can share on Facebook, encouraging their friends, family, and coworkers to get screened for skin cancer.

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