Cancer Council WA has launched an innovative new campaign titled 'If You Could See UV' targeting people aged 18 - 45 years, in a bid to increase sun protection behaviours among West Australians to reduce their risk of developing skin cancer.
Cancer Council WA SunSmart Manager, Sally Blane, said younger adults are particularly at risk due to poor sun protection behaviours, a preference for tanning, and 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 WA 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."
Originally developed by Cancer Institute NSW, the campaign has been adapted for Western Australia after positive feedback from local audience testing.
Ms Blane said the new campaign demonstrates the scale and danger of UV rays by depicting them as illuminated 'arrows' hurtling down from above, transforming it into 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."
With funding from the North Metropolitan Health Service, the campaign will run until March 2025, and will feature across cinema, digital out-of-home, broadcast radio, streamed audio, online platforms, and social media, ensuring it reaches a wide audience in both metropolitan and regional areas.
