La Roche-Posay says it is on a mission to raise awareness of sun-safe behaviors to prevent skin cancer, including annual skin cancer screenings by a dermatologist.

La Roche-Posay, in partnership with Schweiger Dermatology Group, will launch a pop-up activation at Hudson Yards in New York City next to the Vessel to kick off Melanoma Awareness Month—and spread their mission of sun safety to encourage life-saving behavioral change.

The brand is using Calendly to ask consumers to sign up for free public skin cancer screenings at Hudson Yards on Sunday, April 30th and Monday, May 1st, from 8 am – 6 pm. For every skin cancer screening conducted, La Roche-Posay will donate $5 to the American Cancer Society.

Penelope Giraud, general manager, La Roche-Posay USA, says, “I am proud to work on a brand that is committed to cancer support, including skin cancer prevention.” 

La Roche-Posay’s has run its annual public health awareness and educational campaign, SOS – Save Our Skin, for 13 years. Sincew then, the brand has provided 540,000 free skin screenings in thirty-five countries and has handed out hundreds of thousands of free sunscreen samples throughout various events.