Coppertone intends to help impact positive change – starting with the next generation. The brand is launching its “Protect What Matters Most” campaign in partnership with 4-H, the nation’s largest youth development organization.

The campaign intends to educate kids on the importance of protecting their skin every day – rain or shine.

Dermatologist Elizabeth Hale says, “Patients come to me all the time saying, ‘I wish I wore more sunscreen when I was younger. Sun safety habits start at home and they start early. We want to arm parents and children with sun protection tools, empowering them to practice sun-safe behaviors for life.”

To further excite and drive participation amongst 4-H members, Coppertone and 4-H developed the national Sun Smarts Challenge. The competition empowers 4-H youth to share creative ways to incorporate sun safety into their everyday lives. 

Coppertone will help three winners turn their ideas into reality with a $10,000 grant awarded to a 4-H summer camp in one of the areas most affected by rising melanoma rates. The three 4-H winners will also receive a $1,000 cash stipend and their winning solutions will be shared on the 4-H website so families across the country can benefit from these sun smart ideas.

Teresa Gonzalez Ruiz, vice president of Suncare Marketing at Bayer Consumer Healthcare, says, “Coppertone has been committed to innovative sun protection for over 40 years, and we’re thrilled to continue that focus by inspiring change led by the youth in our communities. Like how we teach our kids to wear a helmet when riding their bike or skateboarding – we need to apply this same thinking to sun safety and start early.”

Coppertone makes a variety of sunscreens, including Defend & Care UltraHydrate Whipped, shown above. The rich, creamy foam leaves skin soft, smooth and antioxidant-enriched, the brand says. It is water-resistant and provides SPF 50. It is in a can with a foam spray pump.