Bradley Pharmaceuticals' Doak Dermatologics division
launched its Skin Cancer Screening Tour, a corporate campaign featuring a
38-foot “Mobile Diagnosis Vehicle” popping up at sun-drenched events throughout
Doak manufactures Solaraze for precancerous actinic
keratosis, the most common precancerous skin condition. Together with PR firm
Biosector 2, and partnering with the Skin Cancer Foundation, the bus debuted at
San Francisco's Fisherman's Wharf in March and will end the tour in New York
City in October.
The tour is soaking up local media coverage and vying for a
place in the Guinness Book of World Records under “Most screenings in one day.”
Scheduled stops include the LA Marathon and the Tampa Zoo, along with a host of
malls and beaches, particularly targeting the more cancer-prone fair-skinned.
Examinations, performed by board-certified local volunteer
dermatologists, last from two to five minutes. After exposed areas are
inspected with a special magnifying glass, visitors are asked to fill out a
risk-assessment form and can give contact information for follow-up materials.