On 2nd July Cancer Research UK launch iPledge – a new website using peer-to-peer social networking to help young adults avoid getting sunburnt this summer, thereby reducing their risk of skin cancer.

iPledge aims to bridge the gap between awareness and sun protection behaviour in young people and is part of SunSmart, Cancer Research UK’s skin cancer prevention campaign.

The website will use Facebook Connect as part of a drive to motivate young people to easily join and make a commitment on the new iPledge website (www.my-ipledge.co.uk) to actively take steps to protect their skin from sunburn when out and about this summer. The campaign will be evaluated to assess its impact on awareness and behaviour change, and results will be posted on the website towards the end of the year.

Leading full-service digital agency, Tangent One (www.tangentone.com), has created the iPledge website which will run until the end of September 2009.

Tangent One has developed the iPledge website to include a variety of features, including Facebook Connect, which allows iPledge users to connect to their Facebook social universe – including millions of Cancer Research UK’s target audience of young adults in the UK.

To maximise awareness of the campaign, members of Facebook will have the opportunity to earn virtual points each time they make and show they have successfully completed a pledge. The more points they earn, the greater their chance of successfully winning exciting prizes in a monthly prize draw.

The iPledge website will also contain a wealth of information on the dangers of sunburn, with tips on how to enjoy the sun safely. There will be promotional activity taking place throughout the summer to encourage return visits and provide motivation for people to consider changing their behaviour in the long-term.

Dynamic SMS and e-mail messages will be sent to individuals to remind them to keep their pledge, for example just before they head off on holiday. They will also receive regular e-newsletters with information about protecting their skin and campaign news.

Jodie Moffat, Senior Health Information Officer at Cancer Research UK, said, “Young people’s skin is delicate and vulnerable to sun damage, so it’s crucial that they’re aware of the risks of too much UV, and know what they can do to be safe in the sun this summer.

“The iPledge viral campaign will help us encourage young people to make that important link between wanting to protect themselves and actually doing it.”

Sanjay Vadher, Client Services Director at Tangent One, said, “We’re really excited to be working with Cancer Research UK on the important issue of skin cancer prevention. We are relishing the challenge of communicating with the youth audience in a way that allows Cancer Research UK to successfully communicate its messages and motivate this audience to be smart when out in the summer sun.”

-Ends-

Media Contacts:

Ben Powell and Susan Perolls at Loudmouth PR
Tel: 020 7981 9859 or 020 7981 9858
E-mail: benp@loudmouthpr.co.uk or susanp@loudmouthpr.co.uk

About Tangent
Tangent Communications plc (AIM: TNG) combines technical, creative and marketing expertise to deliver increased revenue, accountability and cost efficiency for clients across web, email, mobile and print.

The group operates across four divisions: Tangent One offers e-commerce and online communications strategy; Tangent Direct offers a full range of direct and local marketing solutions; Tangent Labs provides leading edge technical and software development; and T/OD offers bespoke on demand digital print solutions.

The company employs over 140 people, with annual sales in excess of £17 million and a blue-chip client base which includes ATS, Borders, Citroen, the Labour Party, Gala Coral, Greene King, Next, O2. P&G and Wolseley. For more information visit www.tangentplc.com

About SunSmart

• It is the seventh year of the SunSmart campaign, commissioned by the UK’s Department of Health, which aims to raise awareness of the importance of sun protection and early detection against skin cancer.
• Cancer Research UK’s SunSmart campaign is funded by UK Health Departments and launched in March 2003

About Cancer Research UK
• Together with its partners and supporters, Cancer Research UK's vision is to beat cancer.
• Cancer Research UK carries out world-class research to improve understanding of the disease and find out how to prevent, diagnose and treat different kinds of cancer.
• Cancer Research UK ensures that its findings are used to improve the lives of all cancer patients.
• Cancer Research UK helps people to understand cancer, the progress that is being made and the choices each person can make.
• Cancer Research UK works in partnership with others to achieve the greatest impact in the global fight against cancer.

For further information about Cancer Research UK's work or to find out how to support the charity, please call 020 7121 6699 or visit www.cancerresearchuk.org.uk.

Published on: 12:28PM on 2nd July 2009