Beach bodies and branding: Mount Sinai and Miami Beach think outside the bottle

If there are three things synonymous with Miami Beach, it’s sand, surf and skin.

But with skin cancer rates soaring 800% among women and 400% for men over the past 40 years (according to the Skin Cancer Foundation), the race is on to help Miami Beach visitors cover-up.

A new partnership between Mount Sinai Medical Center and the City of Miami Beach is tackling the problem head-on, installing 50 sunscreen dispensers for public use containing free SPF 30 sunscreen, along Miami Beach.

MSMC sunscreen small

Much more than a novel way to protect visitors, the first-of-its-kind program is a branding bonanza for Mount Sinai and the City. The dispensers are earning a flood of media coverage (check out the Washington Post’s coverage here) and social media channels are buzzing.

Successful marketing campaigns must be more than innovative; they need to align with a brand’s overall mission and resonate with its audience.

Mount Sinai and the City of Miami Beach hit the mark with this campaign — sending a clear message that they have the community’s back while boosting awareness.

View the video from the unveiling: