Young people almost universally believe that a suntan is desirable, increasing their attractiveness, and skin cancer is something only older people suffer, Australia’s Chief Medical Officer, Professor John Horvath has said.

Launching the Australian Government’s latest skin cancer prevention campaign, Professor Horvath said research, undertaken by the Department of Health and Ageing as part of the development of the campaign, showed that how a tan was acquired also seemed to influence perceptions of its safety.

"Respondents to the research felt that a tan acquired through incidental exposure was more likely to be seen as "natural", "healthy" and "acceptable", whereas baking in the sun was less likely to be seen as safe and often described as stupid," Professor Horvath said.

"Few young people reported using a combination of protective measures with most relying on single measures, particularly sunscreen, which they saw as not impinging on fashion. Wearing a hat or long sleaved clothing was seen as potentially unfashionable.

"It is most disturbing that after years of publicity about the adverse affects of sun exposure, many young people are still living dangerously," Professor Horvath said.

"It is for this reason that the Australian Government has embarked on the ‘protect yourself in five ways from skin cancer’ campaign which includes graphic television and print advertising that enforces the message that young people are vulnerable to life threatening skin cancers.

"The skin cancer awareness campaign aims to get young people protecting themselves from dangerous ultraviolet rays in five ways by seeking shade, wearing protective clothing, putting on a broad brimmed hat that shades the face and neck, wearing wrap around sunglasses and applying SPF 30+ sunscreen regularly."

Professor Horvath said the incidence of skin cancer among young people is extremely high and melanoma is now the most common life threatening cancer among 15 -24 year olds. Australia already has the highest incidence of skin cancer in the world, with close to 1500 people dying from the cancer each year - and the figures are on the rise.

The Australian Government is spending more than $5 million on the campaign, as part of the $189 million Strengthening Cancer Care initiative announced in the 2004-05 Budget.

http://australia.gov.au/skincancer