“It’s THAT Worth It To Me” social media campaign

The first line of defense in helping to reduce the risk of developing melanoma is by wearing broad spectrum UVA and UVB SPF protection, and L’Oréal Paris and the Melanoma Research Alliance (MRA) have launched the “It’s THAT Worth It To Me” social media campaign. The campaign is designed to encourage women to donate 15 social media seconds by sharing why SPF protection or using sunless tanner is worth it to protect their skin, their beauty and their lives.

For every social share, L’Oréal Paris will donate $1 to MRA to fund the L’Oréal Paris-MRA Team Science Award Research Grant, up to $250,000 in 2015. Additionally, $1 from US sales of select L’Oréal Paris products from now through Dec. 31, 2015 will fund the L’Oréal Paris — MRA Team Science Award Research Grant, up to $250,000 in 2015.

A series of celebrity public service announcements and social videos will feature influencers—including Eva Longoria, Aimee Mullins, skin cancer survivor Diane Keaton and L’Oréal Paris communications executive and melanoma survivor Danielle Macaluso— telling their own personal stories of why SPF protection is worth it to drive melanoma and skin cancer awareness and encourage others to help spread the word.