Wednesday, July 30, 2014

A Call to Action

What exactly is a “Call to Action?”  In the sales world, a Call to Action (or CTA…sales people have to use acronyms) is a word or phrase that urges others to take immediate action, as in “Write now!” “Call now!” or “Click Here!”  It’s the punch line after the sale pitch.

I use CTA phrases all the time in my blogs.  “Wear sunscreen!”  “Get checked!  “Be sun safe!”  Of course, my calls to action do not necessarily result in a prize or reward, but they do attempt to inspire some type of action on the reader’s part with regard to melanoma awareness and sun safety.

The Surgeon General issued a Call to Action today.  His website states that a call to action is “a science-based document to stimulate action nationwide to solve a major public health problem.”  When the Surgeon General issues a CTA, it’s serious.  This is only the 10thth CTA that the Surgeon General’s office has issued in the 21st century!  Previous calls to action include preventing suicide, obesity and underage drinking and supporting breast feeding.

Today’s Call to Action is to Prevent Skin Cancer.  I know you’ve read about it.  Its big news in melanoma nation and is being covered by all major news organizations.  (In case you missed it, here's the Executive Summary)  I was fortunate to learn last night about the web broadcast of the Surgeon General’s announcement this morning.  The atmosphere I witnessed was nothing short of electric and optimistic.  I’d never seen nor heard of Rear Admiral Boris Lushniak before, but he made quite an impression.  I expected the acting Surgeon General to be staunch and serious, but he was light-hearted, energetic, and passionate.  He’s the type of person you’d want to be your doctor (he’s a dermatologist).  He’s the type of person for whom you would take action.

All the statistics that I and other melanoma advocates have been spouting for years were presented.  But in this case, it was the Surgeon General conveying that melanoma is on the rise while other cancers are declining.  It was the Surgeon General stating that one person dies from melanoma every hour and 6,000 cases of melanoma a year are attributed to tanning beds.  It was the friggin’ Surgeon General who repeatedly stated that “tan skin is damaged skin.”  And while people have listened to the grass-roots efforts of bloggers and Facebookers, ears were definitely perked today.  News organizations acted like this was breaking news.  The true breaking news is that they are finally listening!

The Surgeon General’s office also had a conference call with “stakeholders” in the afternoon.  I admit that I snuck into this one on a “borrowed” pass.  When I called, I gave my name, and when asked for my “affiliation,” I stated that I am a skin cancer awareness blogger.  I thought for sure I’d be kindly told this was invitation only, but to my surprise, I was in for the listening.  There was no news different than the morning’s announcement, but it was just as exciting.  Rear Admiral Lushniak addressed that many were afraid that the Call to Action would get lost in the pile of hot news stories today.  Ebola virus.  The Gaza Strip.  Ukraine.  However, he was happy to report that his time between the morning’s announcement and the afternoon conference call was packed with requests and interviews.  “We are breaking news and people are hearing our call to action!”

Going back to the Call to Action…what does it mean for me and you?  It means we need to take action.  We have done our part by making people aware of melanoma.  While we should never stop that campaign, it’s now time to take action against melanoma.  Attend a fundraiser.  Write your government representative, whether national or your neighborhood home owner’s association and petition for more umbrellas at the pool.  Encourage the PTA to install shade structures on the playgrounds.  Ask the school board to reconsider their policy on sunscreen use for kids.  Demand local coupon flyers refuse to post tanning salon discounts.  Organize a church or civic event to buy sunscreen for financially-strapped families.  TEACH YOUR CHILDREN! 

Answer the Surgeon General’s Call to Action to Prevent Skin Cancer!

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