We in the solarium industry work in a vulnerable industry. The most serious threat against the industry is the narrow-minded negative image by tanning – outdoors and in solarium – that is spread by different participators.
– It is like The National Road Administration would forbid car driving, because some drive drunk, says Roland Laurent, VD at Ultra Tan AB.
Roland develops the discussion further, and clarifies;
– We got nothing against objective criticism or that incongruity is point out. The problem is that some participators in general refuse to listen to modern research results, which point out that the positive effects do overshadow the negative effects from tanning, and consistent stick to negative information.
A lot of the research results that Roland refers to are international, mostly from The United states. For example the eminent cancer researcher Edward Giovanucci uphold with support from his research that every case of cancer that is caused by tanning, there are thirty (30!) cases caused by lack of sun, direct or indirect.
– The problem is that results have been concealed in Sweden for a long time, says Roland. At Ultra Tan we decided to take the responsibility for the entire industry and spread this information.
For example Ultra Tan AB has engaged Ulf Börgesson that run the communication office Ubik in Gothenburg, for the purpose to work up the opinion around tanning.
Ulf has among other worked with The Swedish Rail Administration, Järnia, The Social democrats, Grolls work clothes, The Swedish Society of Medicine etc. This is what Ulf says about our industry and its situation:
– I have to say the situation for your industry is border to absurd; a state authority that more or less persecute an entire industry. But this is of course my private opinion.
The strategy has been to spread information about the positive – and proved - effects from tanning. The project began last spring.
– The first we did was to bring out the objective information script which described the current situation of the research, Ulf tell.
Serious PR is to clear out your point of view:
– We have been extremely careful to get the script correct in every detail, and all the statement has references to scientific material, says Ulf.
The script was sent to all Member of Parliament (MP), municipal health coordinators and high county council politician in the entire country. Furthermore the information where spread to media in the entire country by News desk, a tool. This is how Annelie Söderbom, responsible for the customers in front of Ultra Tan at News desk.
– Journalists register for free at News desk (www.newsdesk.se). Then they choose which subject they want to watch over. Companies or organisations send press releases and classify them the same way. The message only goes to the journalists which are interested in the subject.
For example when Ultra Tan send out a release about new research that shows it is healthy to tan, it went to the journalists listed within beauty, disease, medical research, healthcare, inquiry, examination, medicine and health– and medical care.
How did it go?
– For the last year 500 journalists a month have been visit our pressroom at News desk. Approx. About 400 have been downloading the detailed report I mentioned before, Ulf say and continues:
– What is interesting is that we always get a peak just before media write about tanning. Our media watch show big parts of the information we communicate in press, for example the connection between D-vitamin and tanning. Beside we succeeded to get attention around different international research results that otherwise likely would have been kept from becoming known.
This work is something that benefits the entire industry. Communication consultants are as known not for free. Why did Ultra Tan AB put down a lot of money in something that indirect benefit the company? Roland Laurent:
– We are the industry’s highest participator. Our industry is small and exposed. We all must learn to take more responsibility for the industry as a whole. We can not argue mutual about who ought to do what, while the house is burning.
At the end, Ulf Börgesson. It sounds as your job should have been done by our branch organization, solarium society:
– I can say I am surprised your branch organization have not act stronger. This is admittedly a small industry, but so is the fishing. For me it is hard to think that profession fishermen would accept a similar treatment from the Swedish Board of Fisheries, completes Ulf Börgesson.
Would you like to order our compile with current tan research you can do it from…
Would you like to comment or question the article, send an e-mail
roland.laurent@ultratan.se or
ulf.borgesson@ubik.se