Press Announcement: Helendale Dermatology & Medical Spa Will Make a Fashion Statement on Melanoma Monday® To Raise Awareness of Skin Cancer

- Monday, May 5th is Melanoma Monday® -

ROCHESTER, NY - (May 2, 2014) --- The team at Helendale Dermatology & Medical Spa (in Irondequoit, N.Y.) will look stylish on Melanoma Monday®, Monday, May 5th, as they will collectively wear t-shirts with the message "Prevent, Detect, LIVE." Their efforts are meant to heighten awareness of the prevalence of skin cancer, motivate people to detect the early signs of this potentially life-threatening disease, and ultimately save lives.

"The idea behind Melanoma Monday is to show a unified front in fighting skin cancer," said board-certified dermatologist, Dr. Elizabeth Arthur, and founder of Helendale Dermatology & Medical Spa. "Unlike other types of cancer, skin cancer provides visual warning signs that can be detected on the surface of the skin in the form of a 'spot' that changes, itches, or bleeds. When caught early, skin cancer has a 98 percent cure rate, which is why it is so important for people to know the warning signs and see a dermatologist for proper diagnosis and routine skin cancer screenings."

Current estimates are that one in five Americans will be diagnosed with skin cancer in their lifetime and, on average, one person dies from melanoma -- the deadliest form of skin cancer -- every hour. More than 3.5 million new cases of skin cancer will be diagnosed in the United States this year. Increase public understanding about skin cancer and motivate positive behavior change to reduce the incidence of and mortality from skin cancer is crucial.

WHAT: Melanoma Monday® is part of the American Academy of Dermatology's SPOT Skin Cancer™ campaign aimed to create a world without skin cancer through public awareness, community outreach programs and services, and advocacy that promote the prevention, detection, and care of skin cancer.

WHERE: Helendale Dermatology & Medical Spa, 500 Helendale Road, Ste. 100, Rochester, NY 14609

WHEN: Monday, May 5th from 8 AM to 5 PM

WHO:  Helendale Dermatology and Medical Spa was founded in 2004 by board certified dermatologist, Dr. Elizabeth Arthur, as a full-service dermatology practice that specializes in medical, cosmetic and surgical care of the skin. The on-site Medical Spa offers a wide variety of services aimed at enhancing patients' natural beauty through laser, esthetic and skincare treatments. The practice is located at 500 Helendale Rd, Suite 100 in Rochester, New York and currently employs 23 people. For more information, visit


Media Contact: D-D Flannery-Lazenby, 585-703-6243 or