Invisible UV rays are being brought to life in a new skin cancer awareness campaign with a pointed message for young people about the importance of sun protection.
The campaign, targeting people aged 18 to 45 years, uses illuminated arrows to show the potential harm from UV exposure.
The Cancer Council WA campaign If You Could See UV hopes to encourage younger West Australians to reduce their risk of developing skin cancer.
Cancer Council WA SunSmart Manager Sally Blane said some younger adults were at risk because they didn’t protect themselves from the sun, often tanned, and had higher rates of sunburn compared to older age groups.
“Despite Australia having one of the highest rates of skin cancer in the world, thousands of West Australian adults are still not protecting themselves from harmful UV rays,” Ms Blane said.
“Melanoma is one of the most common cancers affecting West Australians, and skin cancer remains a largely preventable disease if we take the right precautions.”
According to an Australian Bureau of Statistics 2024 survey, one in 10 Australians had attempted to get a suntan in the previous twelve months.
The Sun Protection Behaviours Survey found people aged 15 to 24 years were more likely to have experienced sunburn in the last week (15.2%) than people aged 65 years and older (2%).
A skin cancer documentary screening in cinemas this summer has also sparked calls to have better training for GPs and more dermatologists to cope with the increasing cases of skin cancers coming their way.
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Ms Blane said the new campaign hoped to demonstrate the scale and danger of UV rays by depicting them as illuminated arrows falling from the sky to highlight that UV exposure is a tangible and ever-present threat.
“It’s important to be vigilant, especially during the summer months when the UV reaches extreme levels. If you could see UV, you would protect your skin,” she said.
“We’re asking West Australians to be prepared before heading outdoors and to take care of their skin by slipping on protective clothing, slopping on sunscreen, slapping on a wide brimmed hat, seeking shade, and sliding on sunglasses.”
According to Cancer Council WA there were nearly 200 deaths from skin cancer in Western Australia in 2020 and about 117,000 skin cancer treatments in 2023.
The Council said diagnosis and treatment of skin cancer is estimated to cost the WA health system more than $200 million per year.
The new UV campaign was originally developed by the Cancer Institute NSW and has been adapted for West Australian audiences after positive local testing.
The campaign, funded by the North Metropolitan Health Service, will run until March 2025, and will feature across cinema, digital out-of-home, broadcast radio, streamed audio, online platforms, and social media.
More information on the campaign can be found here.