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.
