When you have an important message to give to the general public, it’s essential that you go about it in the right way. You need to use the right methods to reach the right people at the right time. And a public relations agency can help you to achieve this. Take for example, Cancer Research UK, which has just launched a major PR campaign which is aimed at raising awareness, among young people, of the dangers of sunbeds. Cancer Research UK has chosen to launch the campaign just before a new government legislation which will ban under 18s from using sunbeds. A PR agency working for Cancer Research UK has designed a campaign which will feature a fictional rapper called Leatha Face. It’s obvious already that they are really honing in on their target market. There will be videos of Leatha Face posted on YouTube and Facebook – again a lot of thought has gone into how to reach their target audience and the PR agency has come up with a convincing campaign. Caroline Cerny, health campaigns manager at Cancer Research said: ‘We know the majority of this audience are aware of some of the health risks of sunbed use, but put the concerns to the back of their minds. By creating an engaging video we hope to influence the attitudes of young sunbed users and show them that it’s not just the heavy sunbed users who are risking their health and their looks.’