'This is Brave' Supports Research, Education and Advocacy for Skin Cancer, the Most Common Cancer in the U.S.

MINNEAPOLIS, MN / WASHINGTON D.C., May 1, 2019: Coolibar, the industry leader in sun protective apparel and accessories, and its community of skin cancer survivors and advocates, are joining forces with the Melanoma Research Foundation (MRF) to transform melanoma from one of the deadliest cancers to one of the most treatable through research, education and advocacy. Throughout the month of May Coolibar is running its second annual This is Brave campaign featuring stories of skin cancer warriors across the country to raise awareness for prevention and early detection. Coolibar is also donating all profits from the sale of two limited-edition UPF 50+ t-shirts to the MRF to support research, education and advocacy.

Launched in May 2018, This is Brave was inspired by the words of a 10-year-old girl whose brother was diagnosed with a rare form of skin cancer, pediatric melanoma, at age eight. When Quinn’s brother Graham was tired of treatments and surgeries for his melanoma, Quinn reminded him to be brave. With the support of Quinn and the rest of Graham's family, he has continued to be brave, and inspires others to do the same with his family's story and its ongoing advocacy for the melanoma community.

Quinn, Graham and their family have returned to support This is Brave in 2019 alongside past warriors Norah O'Donnell, Brian McKenna, Janet KJ103, and Bethany Greenway. Nine new warriors have come forward to join Coolibar’s mission to "keep the world safe from sun damage, to protect those with a sun-related medical condition and to prevent everyone else from developing one." New This is Brave warriors include:

  • Holly Rowe, sports reporter for ESPN
  • Cheryl Stratos, MRF board member who defied a prognosis of six months to live
  • Lindsay Zubeck, nurse and young mother with ocular melanoma
  • Laurie Rivard, a Coolibar team member’s mom who continues to beat skin cancer
  • Eric Martin, a father battling stage IV cancer and the founder of Stage Free Melanoma
  • Cassandra Beisel, leukemia and melanoma survivor, and advocacy and volunteer officer for the MRF
  • Susanne Milne, an architect learning how to enjoy the sun again
  • Bradly Tomberlin, a professional model living a sun-safe lifestyle
  • Sharon Hierlmaier, child care director advocating for her students after diagnosis

"Every single one of these individuals is sharing their story in the hopes of building awareness around the risks of skin cancer, and how it can be prevented" said Michelle Rivard, Manager of Strategic Partnerships for Coolibar. "We're grateful for their help and support of our mission, and constantly in awe of their bravery."

Coolibar and the MRF are encouraging everyone to increase skin cancer awareness during the month of May by sharing the stories of the This is Brave warriors, or by purchasing a limited-edition UPF 50+ t-shirt. Every dollar donated, every story shared, and every picture taken in the shirt could help save a life. Together we will change the statistic.

“The fact is that one in five Americans will develop skin cancer in their lifetime. With the help of the greater melanoma community, we’ve been able to increase the early detection and treatment of skin cancer and decrease the lives we lose each year,” said Kyleigh LiPira, CEO of the Melanoma Research Foundation. “It’s through the support of movements like This is Brave that we can continue helping people understand how to be sun-safe and developing treatments that save lives.”

To learn more about This is Brave and to read the stories of our warriors, please visit https://blog.coolibar.com/category/this-is-brave/, or follow us on social media.

To purchase a limited-edition This is Brave t-shirt please visit Coolibar.com

About the Melanoma Research Foundation
The Melanoma Research Foundation (MRF) is the largest independent organization devoted to melanoma. Committed to the support of medical research in finding effective treatments and eventually a cure for melanoma, the MRF also educates patients and physicians about the prevention, diagnosis and treatment of melanoma. The MRF is a dedicated advocate for the melanoma community, helping to raise awareness of this disease and the need for a cure. The MRF's work spans all subtypes of melanoma and those fighting it, including cutaneous (skin) melanoma, ocular (eye) melanoma, mucosal melanoma and pediatric melanoma. The MRF's website is the premier source for melanoma information seekers. More information is available at www.melanoma.org. Find the MRF on Facebook and Twitter.

About Coolibar:
Coolibar is one of the most recommended and tested sun protective clothing companies in the United States. Based in Minneapolis, the company was founded in 2001 and makes a range of UPF 50+ swimwear, everyday wear and fitness wear that blocks 98% of UVA/UVB rays and is guaranteed for the life of the fabric. Coolibar was the first clothing company to receive The Skin Cancer Foundation's Seal of Recommendation. The brand is also recommended by the American Academy of Dermatology and the Melanoma International Foundation. For more information visit www.coolibar.com or call 1-800-926-6509. Follow us on Facebook, Twitter, Pinterest and Instagram