SAN DIEGO: Cancer for College, a nonprofit that awards scholarships to current and former cancer patients, is leveraging its relationship with actor Will Ferrell to launch a line of SPF-30 sunscreens featuring the actor, along with humorous slogans and images, such as "Sexy Hot Tan," and "SunStroke." The PR campaign, led by Fleishman-Hillard, will also educate the general public about the charity, and focus on earned media and viral tactics.

The sunscreens were introduced May 19 and Fleishman-Hillard, which ...