"No man’s life, liberty or property are safe while the legislature is in session.” That classic political saying is certainly true. In most years, we are safe for half the year because the majority of state legislatures convene in January and, by the end of June, have adjourned for the year. 2008 was a little different.
Considering the economic downturn and the problems facing the auto industry, one would think policy-makers would be reluctant to do anything that might cost additional jobs and reduce state-tax revenue—but apparently they were not. As we moved into the middle of December, legislative committees in Michigan and Ohio were still considering bills that would affect our industry.
Until the last days of the legislative session in Ohio, a Cincinnati-area representative was pushing for an outright ban on teen tanning. The fight against this bill was led by ITA board members Rob Quinn (Tan Pro), Marty Gallagher (Suntan Supply) and Dan Caskey (Cincinnati Tan). Because of their actions, thousands of letters, e-mails and calls flooded the legislature appealing for common sense in government. Thankfully, it seemed policy-makers listened to those appeals—the bill was defeated in committee on Dec. 16.
Meanwhile, the outcome of the Michigan bill is less onerous—requiring parental consent and an additional warning sign—but the unfortunate fact remains that the bill was based on the belief that ultraviolet light is harmful, even in moderation.
On another note, hope and change were regular political themes this past fall. As we enter into January, the call for hope and change for the tanning industry and the ITA is equally strong.
The tanning industry is offering hope to thousands in the form of vitamin D. Research regarding the health benefits of vitamin D and ultraviolet light continues to be regularly published—giving hope to our customers and the industry itself. However, the industry’s hope that mainstream dermatology organizations will “see the light” when it comes to the benefits of moderate UV exposure and responsible tanning is not enough. We need to continue to spur discussion on the topic and call out the opposition when they are ignoring new information and research.
The ITA will be seeking change by building on the momentum of the 2008 public-awareness campaign. The new campaign will target multiple audiences, incorporate new messaging and use the Internet to target specific individuals. Our goal is to change the way the industry is perceived.
The 2009 campaign will incorporate national online marketing in the form of banner ads and keyword advertising. Online advertising has multiple advantages for the tanning message and our target audiences. It allows us to distribute multiple messages and gives us the ability to adjust messaging based on response mid-campaign. Specifically, the campaign will target three distinct audiences: current tanners, state legislators and the news media (reporters and producers).
The efficiency of the Internet allows us to reach the largest possible group in the most effective manner and will give us the tools needed to make hope and change possible. We are still taking pledges to help fund this campaign for 2009. If you would like to make a donation, contact the ITA at 202.367.1142, or visit www.theita.com.
Source:
Indoor Tanning Association (ITA)
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