The initiative is encouraging consumers to take part in #BodyCareChecks
Tanning brand Vita Liberata has turned its attention to raising sun safety awareness with a new campaign.
#BodyCareChecks encourages consumers to check their moles and skin marks as part of their daily routine, and take pictures to document any changes.
The brand is also recommending to wear a minimum of SPF30 and for consumers to limit their sun exposure.
As part of the campaign Vita Liberata has teamed up with Consultant Dermatologist Alia Ahmed, she said: “People who self-examine their skin are twice as likely to detect melanoma, however, only 9-18% of the population perform regular thorough skin examination.
“The #BodyCareChecks campaign is unique in encouraging individuals to familiarise themselves with their skin and look out for changing moles and marks during their normal skin care routine.
“Practising this regular self-examination can help the early detection of harmful skin concerns, like melanoma, and save lives.”
As part of Vita Liberata’s commitment to raising awareness, it is making a donation to The Skin Cancer Foundation, which gives advice on skin cancer prevention and early detection.
Vita Liberata’s VP Sales EMEA and APAC, Mark Whysall, added: “Skin cancer is the world’s most common cancer, affecting five million people every single year, more than breast, prostate,colon and lung cancer combined. It is also highly curable if it is caught and treated early enough.
“The work of the Skin Cancer Foundation is so important in helping to prevent and improve treatment of skin cancer.
“It is our hope that through the #BodyCareChecks campaign we can raise awareness for the importance of self-checking your skin as well as revisit the golden rules of sun exposure: protect your skin, always.”
According to Cancer Research UK, melanoma skin cancer is the 20th most common cause of cancer deaths in the UK.
Between 2015 and 2017 more than 2,300 people died from the disease.