Turns out, according to this study (accessed from campus, your mileage may vary), that it may be unfortunately true. An experiment shows men found darker tanned women to be more physically attractive, thinner, and healthier than they did light and medium tanned women. The study was published in the American Journal of Health Behavior (2008, Volume 32, p. 243-252).
Campaigns and other interventions targeted at males need to reduce the perceptions that tanned females are healthier, thinner, and more attractive. Educational efforts targeting females need to reduce attraction-based motivations and to address the need to keep themselves healthy and to not tailor their behaviors to attract males.
In a perfect world, perhaps. Hopefully someone will come up with a good health campaign to accomplish this, but I have my doubts. I suspect it'll require some pop culture thing to happen -- a movie, a celebrity, some awful incident. I suppose a "pale girls are sexy" campaign might work, but it'd have to be done in a clever way.