This is probably an idea that exists in some formal, seminar-spawning way.
If not, it should.
Risk reduction marketing.
This is the strategy of marketing insurance to people in such a way that you reduce the overall risk that something bad will happen to them.
What better way to reach out to consumers than to do so using novelties or simple advice that might protect them from calamities?
For me, Memorial Day is the start of summer, regardless what the calendar says.
Idea for snail mail post cards, robo calls, social media posts, and casual chitchat: Suggest that people consider buying and wearing good sunglasses.