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Schering-Plough Corp.'s Little Miss Coppertone covers up for the first time in 41 years to help support the introduction of the National Weather Service's experimental UV Index in 58 cities (AA, May 2). Developed in cooperation with the Environmental Protection Agency, the the index will advise consumers of the daily ultraviolet ray risk and advise them on how fast they may sunburn if left exposed to burning rays. In support of the launch, Schering-Plough developed in-house print ads running in USA Today and spot radio. Hill & Knowlton will also conduct a consumer public relations effort and professional educational program.
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