The Australian Government, in partnership with Cancer Council Australia, are doubling down on efforts to reduce the number of Australians with skin cancer by investing $15 million in proven campaigns targeting at-risk groups.
This summer, the groundbreaking End the Trend campaign for young people and Save Your Skin messaging for men over 40, especially those who live in the bush, tradies and others who work outdoors, will appear where those groups are most likely to see them, whether that’s at the cricket or a music festival.
Australia has the highest rate of skin cancer in the world. Two in three Australians will be diagnosed with skin cancer and tragically one person dies from melanoma every six hours.
The good news is prevention is in our hands. The campaigns will drive home the message that suntanning isn’t safe at any age and using the five forms of sun protection – Slip, Slop, Slap, Seek, Slide – is the best way to avoid skin cancer.
Last year the End the Trend campaign took a whole new approach to reaching young Australians.
Nearly nine in 10 young people recalled seeing the End the Trend campaign which used influencers, a music festival, fashion, beauty and lifestyle brands and publishers.
Amongst young Australians who reported seeing multiple campaign messages, there was an almost 50 per cent increase in those who self-reported “mostly or always” using sun protection, compared to those who didn’t see the campaign.
The Save Your Skin campaign took a different approach to reaching men over 40.
Delivered across television, online and through a partnership with coverage of the Test Cricket, the message reached three in five men, with two-thirds taking steps to protect their skin from the sun more often.
The 2024/25 campaigns will build on last year’s success by using a mix of paid media, partnerships and influencers to deliver innovative campaigns for both groups.
Find out more about the campaigns by visiting the End The Trend and Save Your Skin websites.
Quotes attributable to Minister Butler:
“Skin cancer is Australia’s national cancer.
“Too many young people are risking skin cancer by suntanning, and many men who spend their lives outdoors don’t use enough sun protection.
“These campaigns are using innovative targeted messages and channels to drive home the importance of sun safety for communities most at risk of developing skin cancer.”
Quotes attributable to Mark Nevin, Cancer Council Australia CEO:
“Australia has the highest skin cancer rates in the world with one person dying from melanoma every six hours. Skin cancer is the most preventable cancer, so this doesn’t have to be the case.
“Whether it's being too casual about sun protection or chasing a suntan, these dangerous attitudes are putting Australians at unnecessary risk of skin cancer. We’re delighted to be partnering with the Australian Government again on these innovative campaigns that will challenge unhealthy behaviours and help prevent skin cancer nationally.
“Through our work with brands, influencers and personalities who Australians look up to, we'll see more Australians start to slip, slop, slap, seek and slide whenever the UV is 3 and above.”