BRUSSELS, March 23, 2017 /PRNewswire/ --

During the "Nudging for Good" Awards Ceremony presented in Brussels, My UV Patch, La Roche-Posay's digital breakthrough innovation to change bad sun habits into life-saving ones, was awarded the Diamond Award by the European Brands Association (AIM). Launched in 2016, the "Nudging for Good" Award aims to honor brands that make it easy and desirable for people to change behaviour and adopt a healthier and/or more sustainable one, based on consumer insights.

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For Laetitia Toupet, Global Director of La Roche-Posay: "This award is extremely encouraging! A year only after its launch, My UV Patch, has effectively proven how cutting edge science and technology have the potential to change consumers' behaviour towards sun exposure, and to contribute to our long-term commitment to fight skin cancer".

THE BEHAVIOURAL INSIGHT AT STAKE: ALARMING STATISTICS REVEALED THE NEED TO PROMOTE SUN-SAFER BEHAVIOUR 

The results of a 2015 IPSOS study for La Roche-Posay, into the sun habits of almost 20,000 people in 23 countries revealed a major disconnect between consumer knowledge and behaviour regarding sun exposure risk:

• More than 9 in 10 participants are aware of the dangers of unprotected sun exposure, yet only 27% of people consistently wear facial sun protection
• Only 5% of people wear long-sleeved shirts or protective clothing.
• Only 20% of people try to stay in the shade.

The study's alarming results revealed the ongoing need for ever smarter and simpler initiatives to help the public easily adopt sun-safer behaviour.

THE "NUDGE": CHANGING BEHAVIOUR WITH MY UV PATCH, TO HELP MINIMIZE SUNBURN RISK THAT CAN HELP DECREASE CHANCES OF SKIN CANCER  

As a sun care pioneer working alongside dermatologists for over 30 years, La Roche-Posay has always been committed to fight skin cancer with a longstanding mission to educate and raise awareness regarding sun exposure and skin cancer risks.

To go further in this fight, La Roche-Posay has partnered with L'Oréal Technology Incubator to create and develop "My UV Patch" and its related smart phone application which accurately monitor UVA and UVB exposure and educate people on how to play safer in the sun to minimize skin cancer risk.

Its regular use has recently demonstrated that positive behaviour change can be effectuated, with preliminary survey results showing that the patch use actually improves sun safer behaviour and helps minimize sun burn among users:

• 63% experienced less sunburn
• 37% used more facial sunscreen
• 31% tried to stay in the shade more

About La Roche-Posay 

http://www.laroche-posay.com/

About « Nudging For Good Awards » 

http://www.nudgingforgood.com/

About Aim 

http://www.aim.be/

SOURCE La Roche-Posay