Many families are just settling into their Memorial Day weekend, which usually means beaches, parks or pools. Whatever you are doing this summer, sunscreen is a must if you are going outside, and lovable Kristen Bell is here to help.

This year the Frozen star is all about sun protection. As part of a national effort to reduce the incidence of skin cancer, Neutrogena is kicking off the “2016 Choose Skin Health” Campaign with a video featuring Brand Ambassador Kristen Bell asking moms everywhere to get real with their kids about the importance of sunscreen—and a pledge to donate $1 for every video share to the non-profit Children’s Melanoma Prevention Foundation.

Bell’s video acknowledging the challenges moms face tackling serious topics with their children is frank and funny—but skin health is no laughing matter. The fact that only 39% of women and 14% of men use sunscreen regularly is a health issue of national importance when you consider that just one to two severe sunburns can increase lifetime risk of developing melanoma by 40 percent.

The Neutrogena Choose Skin Health Campaign was created to change the future of skin health and reduce the risk of skin cancer through education, empowerment, and early detection.

This year the brand is developing in-school sun safety programs with the potential to reach 1.6 million students annually with a sun safe behavior curriculum, sponsoring 13,000 free skin cancer screenings annually with charitable partners, and working toward a goal of donating $35 million worth of sunscreen to families in need by the end of 2016.

“The Talk” video (shown above) features Bell as one component of the #mimicmommy conversation Neutrogena hopes to spark with families nationwide. Research shows that when parents, and in particular mothers, model a positive habit such as daily sunscreen application for children at an early age, that behavior becomes a life-long healthy habit. With more than 350 Americans diagnosed with skin cancer every hour, the stakes couldn’t be higher, so let’s get everyone covered this weekend.

“At Neutrogena, we are driven by the dream of reducing the risk of skin cancer to the smallest number possible—zero,” said Suzy DePrizio, Johnson & Johnson Consumer Inc. Group Brand Director, Neutrogena Suncare. “We are rallying moms to not just apply sunscreen to their kids, but to have their kids watch their moms apply it to themselves—and go on to #mimicmommy throughout their lives.”