Cancer Council and insurance brand TAL have signed a new partnership focused on helping Australians, particularly younger people, understand the dangers of ultraviolet (UV) radiation, and take simple actions to reduce their risk of developing skin cancer.
Skin cancer is Australia’s most common cancer and one of the most preventable. But reaching people early is critical. Cancer Council research shows childhood and adolescence are key periods when UV exposure is more likely to contribute to skin cancer later in life, with a significant proportion of lifetime UV exposure occurring in childhood and adolescence (before age 20).
By combining Cancer Council’s evidence-based prevention expertise with TAL’s national reach, the partners will focus on encouraging Australians to make sun protection part of their everyday routine.
Naomi Watson, director of marketing and fundraising at Cancer Council NSW, said the partnership would help extend skin cancer prevention messages to new audiences at a critical time in life.
“Australia has one of the highest rates of skin cancer in the world, with around 48 people diagnosed with melanoma every day, but it is also one of our most preventable cancers. The earlier people understand UV risk and build sun safe behaviours into their daily routines, the greater the opportunity to reduce their future risk. Through this partnership with TAL, we can reach more Australians with and encourage practical action.”
Dr Priya Chagan, general manager health services at TAL, said the partnership reflects TAL’s commitment to working with experts on preventative health and helping Australians take action before illness occurs.
“At TAL, we see the impact cancer can have on people’s lives, families and ability to work. This partnership is about helping Australians learn about risks, and take small, preventative actions that can make a meaningful difference over a lifetime.”
“Skin safety is one of the clearest examples of prevention in action. We know many Australians understand UV radiation can cause damage to skin, but that awareness does not always translate into action. By working with Cancer Council, we can help make skin safety easier to understand and easier to act on, building habits – especially for young people – that can protect their future health.”
The first phase will build on TAL’s national skin safety awareness program and Cancer Council’s trusted prevention resources to deliver a youth-focused sun safety campaign scheduled to launch across media and social channels in November.
TAL’s skin safety program research shows prevention messages must be practical and behaviour-led. While 89% of Australians are aware of the damage UV radiation can do, 43 per cent rarely or never check the UV index and 62 per cent do not know how to. TAL’s research also found 70 per cent of Australians change their sun protection habits based on the weather, despite UV radiation being high even on cool or cloudy days.
With this in mind, the campaign will focus on simple, repeatable behaviours that can reduce risk over time: checking the UV index daily, and using a combination of sun protection measures like using high-SPF sunscreen, wearing protective clothing, a broad-brimmed hat and sunglasses, and seeking shade where possible, when UV levels are 3 or above.
It will also draw on research from the Daffodil Centre, a partnership between Cancer Council NSW and the University of Sydney, including the SunWise Study, a clinical trial evaluating wearable UV sensors and personalised SMS reminders to improve sun-safe behaviour, and the Roadmap for a National Targeted Melanoma Screening Program, developed with Melanoma Institute Australia to guide a future risk-based approach to melanoma screening in Australia.
Over time, the partnership will build on this prevention focus through co-created resources, customer engagement initiatives and ongoing collaboration that helps Australians better understand and reduce their risk.
The partnership forms part of TAL’s Health for Life preventative health program that uses evidence-based resources to deliver targeted education, helping people take practical steps to live healthier lives.
