As the temperature heats up and Aussies enjoy more time outdoors, new research has shown that a quarter of people aged 25 to 44 get sunburnt on a summer weekend.
That figure has caused concern as many people in this age group are parents with young children, and UV exposure during childhood and adolescence is a large factor in developing skin cancer.
With exactly two weeks until summer begins, Cancer Council Victoria has issued a plea to adults to remember the SunSmart message - Slip, Slop, Slap, Seek (shade) and Slide (on sunglasses) - for themselves and their children.
Head of SunSmart Heather Walker said the 2019 Summer Sun Protection Survey found more than 40 per cent of 25-44 year olds said they liked to get a tan, which is a sign of harmful UV damage. And fewer than a third of that age group spent most of their time in the shade when outdoors on summer weekends.
"As Victoria's COVID-19 restrictions ease, people are spending longer periods outdoors at times when the UV is high or extreme. We all need to be more aware of the risks of UV. This is especially important for parents of young children who are particularly vulnerable to UV exposure," Ms Walker said.
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"Childhood and adolescence are critical periods when UV exposure determines to a large extent the lifetime potential for skin cancer. That's why it's so important that those with young families enjoy the sun safely and reinforce good sun protection habits for the next generation."
Two in three Australians will be diagnosed with skin cancer by the age of 70 and more than 2000 Australians lose their battle with skin cancer and die each year,
This week also marks National Skin Cancer Action Week, with experts playing on the nostalgia of the famous Slip, Slop, Slap catch-cry of the 1980s with the message it's still the same sun.