Breaking Australia's suntanning obsession

As shocking new statistics show the continued popularity of tanning among young people and their belief that getting skin cancer is unlikely, a ground-breaking sun safe campaign is ramping up to change the attitudes and behaviours of 18–30-year-old Australians. 
 
The $7.3 million campaign by the Australian Government and Cancer Council Australia brings together content creators, a music festival, fashion, beauty and lifestyle brands and publishers to ‘End the Trend’ of suntanning. 
 
The latest research shows most young Australians (74%) believe their risk of getting skin cancer is unlikely. 
 
Almost 1 in 3 young Australians (31%) believe it’s fine to suntan at their age and fewer than 1 in 10 are consistently using all five forms of sun protection – Slip. Slop. Slap. Seek. Slide.  
 
Skin cancers are one of the most common types of cancer in Australia and cost our health system around $1.9 billion each year. Two in 3 Australians will be diagnosed with skin cancer in their lifetime, and one person dies from the disease every 6 hours. 
 
More than 50 digital content creators including melanoma survivor, Olympic swimming contender and world champion Sam Short, are informing and motivating followers to be smarter in the sun. 
 
The campaign is occurring across social media, Spotify, YouTube and more, with the latest video advertisement out today.
 
The rollout comes as pioneering, lifesaving melanoma researchers Professor Georgina Long and Professor Richard Scolyer were named 2024 Australians of the Year. The Professors have pledged to use their platform to urge Australians to be sun safe and stop glamourising tanning, as they continue their vital work to save the lives of people diagnosed with melanoma.
 
Find out more about the campaign and how to stay safe in the sun on the End the Trend website.   

View the video advertisement here.
 
Quotes attributable to Minister Butler:  
 
“Young people can think they’re bullet proof and that’s certainly the case when it comes to skin cancer. They think it won’t happen to them, but the sad fact is – it can. Skin cancer affects 2 in 3 Aussies and comes at an enormous cost, personally and collectively. 
 
“It is one of Australia’s most common cancers but it’s also one of the most preventable. 
 
“To end the trend of suntanning by young people, we had to consider new ways to reach this group. So we’ve gone to where they are – online, at music festivals and through fashion and lifestyle media. 
 
“We’re partnering with people they’ll listen to so we can help normalise sun protection and keep younger Australians safe from skin cancer.” 
 
Quotes attributable to Cancer Council Australia CEO Professor Tanya Buchanan:  
 
“The research shows young Australians have pro-suntanning attitudes and are not being safe in the sun, despite knowing the risks and how to be sun safe. We know they perceive a suntan as desirable and prioritise this. The truth is, until every young Australian feels confident in their natural skin, skin cancer will sadly remain our most common cancer.
 
“We are excited to be partnering with the Australian Government on this ground-breaking campaign. With one person dying from skin cancer every six hours, it’s more important now than ever to end the trend and encourage young people to be sun safe to reduce their risk of skin cancer.”  
 
Quotes attributable to world champion swimmer, Sam Short: 
 
 “As a competitive swimmer who has spent most of their life outdoors, I never thought I’d be diagnosed with skin cancer at 18. The experience was a massive wake-up call for me and made me reassess my sun safety habits.
 
“Today, I’m sharing my story in the hopes that at least one person will question why they want a suntan and instead be sun safe. Whether it’s an outdoor BBQ, beach day or training, I’m always vigilant with my sun safety and remind my mates how important it is to use sun protection. No matter our age, we can’t afford to be casual with sun safety.”