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Killer Body Art?’ Advertising Campaign Launched
By Derval Keenan, 7/26/2005 3:04:17 PM
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The Ulster Cancer Foundation (UCF) has launched a hard-hitting advertising campaign to raise awareness of the dangers of over exposure to the sun.
The Ulster Cancer Foundation (UCF) has launched a hard-hitting advertising campaign to raise awareness of the dangers of over exposure to the sun.
The advertising campaign, entitled ?‘Killer Body Art?’ depicts a mole on a young woman?’s midriff that develops into a stitched surgical wound and then a scar as a result of skin cancer.
Sandra Gordon, Melanoma Strategy Co-ordinator said, ?“This campaign is specifically aimed at young people, many of whom are finishing exams and enjoying the good weather. Great importance is often placed on getting a tan but many don?’t realise the danger they may be causing to their skin. People in Northern Ireland, the majority of whom have Celtic skin types, need to protect their skin in the sun if they want to reduce their risk of skin cancer.
?“Skin cancer is now the most common form of cancer in Northern Ireland and accounts for 1 in 4 cancers diagnosed each year. Malignant melanoma is the most dangerous and aggressive skin cancer and in Northern Ireland the rates are increasing by an average of 4 men and 9 women each year.?”
The ?‘Killer Body Art?’ advertising campaign uses cinemas, radio and the sides of buses to promote the message that even a little ultraviolet radiation can cause damage.
The advert will be shown in cinemas throughout Northern Ireland during the summer months. Audiences will be able to see it in advance of Tom Cruise?’s latest blockbuster, War of the Worlds, which opens on Friday 1st July. Almost 100 Metro and Ulsterbuses will carry the advert throughout the summer and the radio campaign will be aired on Cool FM and Q102. Glen Pavis, Cool FM DJ has provided the voice-over for the radio and cinema adverts.
Sandra added, ?“This is the first time we have used cinema advertising but we recognised that young people are often difficult to reach, particularly with a message on skin cancer. We hope that as a result of seeing the advertising campaign they will be shocked into changing their attitude to sun exposure.?”
The advertising campaign received funding from Investing in Health and the material originated in Australia, where it has already been used to great effect.
To minimise risk and stay safe in the sun, UCF also advise the following:
?˜ Cover Up - Wear a hat - broad brims or legionnaire type hats give the best protection. Wear loose fitting clothing to protect your shoulders, arms and legs when you are walking around in the sun.
?˜ Seek Shade - Limit the time you are exposed to the sun especially between 11am and 3pm, the hottest part of the day.
?˜ Use Sunscreen - In Northern Ireland a sun protection factor (SPF) of at least 15 is recommended. When you travel abroad to hotter countries a higher SPF should be used. Apply at least 20 minutes before going out in the sun and reapply every two hours or more frequently if the sunscreen is rubbed off after swimming or perspiring.
It is important to check skin regularly for suspected skin cancers. Check the whole body as skin cancer can occur in places not normally exposed to the sun. Be aware of any new spots, or existing spots that have changed colour, size or shape. A skin cancer may be a spot that bleeds easily, never heals properly or is always itchy.
If an unusual spot is identified, show this to a doctor. Most skin cancers can be treated successfully if detected early.
-ENDS-
For further information please contact:
Pauline Wylie, PR Manager, UCF
Tel. 028 9049 2007 / 07810 371118
Or
Sandra Gordon, Regional Melanoma Co-ordinator, UCF
Tel. 028 9049 2007 / 07787 563617
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