Each year the annual Sun Awareness Week, sponsored by the Canadian Dermatology Association and the Canadian Cancer Society, brings with it a large amount of negative media. This year the annual fear-driven campaign ran May 25 – June 1. In anticipation of the expected negative media the JCTA strategically launched Tan Awareness Week one week earlier running May 18 – 24. The objective was to counter the expected coverage with a positive campaign……READ MORE