Community members apply sunscreen to protect their skin from harmful ultra-violet rays.
Bridgett Barefoot-Welch grew up in the sun. The Hawaii native, now a Maryland resident, spent her childhood and teenage years in a tropical climate where temperatures remain above 80 degrees almost all year.
“Growing up, we didn’t think twice about sunscreen or doing anything else to protect ourselves from the sun,” says the 52-year-old registered nurse. “But as I got older, I realized that I needed to start taking more actions to protect my skin.”
Those actions include applying and reapplying sunscreen when she is outdoors, wearing face moisturizer with built-in sun protection factor (SPF) 15 or higher and practicing these steps even when it is not a particularly sunny day.
To encourage more community members like Barefoot-Welch to enjoy their time outdoors safely, MedStar Health launched National Safe Sun Week. Medstar Health associates educate residents and visitors about ways to protect against the sun’s harmful ultra-violet (UV) rays, remind them to get their annual skin-check, and provide warning signs and advice on avoiding dehydration and heatstroke. This weeklong awareness campaign occurs annually the week before Memorial Day, the official kickoff to summer.
“We found that there are real gaps in what people know and what they’re doing to protect their skin,” says Claire Hunter, senior director of Brand Marketing, MedStar Health.
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One of those gaps includes the myth that those with darker complexions need not worry about sunburn or skin cancer, she says.
“The color of your skin doesn’t matter when it comes to sun protection,” Hunter says. “Everyone is at risk, and everyone should be applying sunscreen when they’re spending time outdoors.” She adds that it can be harder to detect skin damage on darker skin tones, which means skin cancer is typically found and diagnosed at later, more severe stages.
To help spread the word, MedStar Health took to the skies using aerial advertising to grab the attention of beachgoers during Memorial Day weekend. Airplane banners flew from Ocean City, Maryland to Rehoboth Beach, Delaware every two hours, reminding the crowds that it’s time to reapply sunscreen.
MedStar Health also partnered with popular social media influencers of diverse skin tones to get them to encourage their followers to stay safe and healthy during their time in the sun.
“Sometimes, hearing information from a friendly face they’re comfortable with, and they’ve come to trust means more than hearing that same information from a healthcare provider,” says Hunter.
Barefoot-Welch agrees that social media can be vital in reaching both younger audiences and anyone who relies on social media for tips and advice.
“As a nurse, I go to credible, professional sources for my health care information,” she says. “But I will say, my current skincare regimen came from a social media skin expert that I follow. I guess influencers do have a way of influencing.”