A new hard-hitting ad campaign has been launched highlighting the dangers and skin cancer risks of UV radiation from the sun.
The Malinauskas Government has partnered with Cancer Council SA to deliver a powerful new skin cancer prevention campaign that uses striking visuals to raise awareness about UV rays and how they impact us.
If you could see UV is about making an invisible threat visible, depicting UV rays as arrows attacking the skin. The imagery is designed to emphasise the dangers of sun damage and tanning, and to underscore the direct impact these activities can have on increasing the risk of skin cancer.
Melanoma, the most serious type of skin cancer, is one of the most common cancers in Australia and causes more than 1,400 deaths each year.
Statistics compiled by the Australian Bureau of Statistics' Sun Protection Behaviours Survey 2024 show how younger Australians are especially at risk.
Australians aged 15 to 24 are more likely than older Australians to:
- Be outside when UV levels are at their peak (66.1 per cent compared to 51.1 per cent).
- Experience sunburn (15.2 per cent compared to 2 per cent).
- Attempt suntanning (20.6 per cent compared to 3.3 per cent).
The same younger age group is also much less likely than older Australians to adopt three or more sun protection behaviours (39.4 per cent compared to 61.9 per cent), such as wearing protective clothing, wide-brimmed hats, sunglasses, and broad-spectrum sunscreen, as well as limiting exposure during peak sun hours and seeking shade.
The If you could see UV campaign is running until 29 March across multiple platforms, including radio, cinema, broadcast TV on-demand, social media and outdoor advertising, as well as in regional areas.
If you could see UV has also been run in NSW to great success, with surveys of target audiences showing 76 per cent were motivated by the campaign to protect their skin, and 70 per cent reported using sun protection when outdoors after viewing the advertisements.
The Malinauskas Government is committed to reducing the prevalence of skin cancer in the community, in line with our five-year South Australian Cancer Plan delivered in April 2025, and the six-year Skin Cancer Prevention Partnership – A Framework for Action 2023–28 and annual Action Plan.
To protect themselves, South Australians are encouraged to use a combination of sun protection measures:
- Slip on some sun-protective clothing that covers as much skin as possible.
- Slop on SPF50 or 50+, broad-spectrum, water-resistant sunscreen. Put it on 20 minutes before you go outdoors and every two hours afterwards.
- Slap on a hat – broad brim to protect your face, head, neck and ears.
- Seek shade.
- Slide on some sunglasses.
Most skin cancers can be successfully treated if found early and it is recommended that all South Australians get into the habit of regularly checking their skin for new, changing or unusual spots.
Anyone concerned about their skin cancer risk or a particular spot is encouraged to visit their GP.
The Malinauskas Government has funded accredited training in skin cancer detection for more than 630 South Australian GPs to date, delivered by the Australasian College of Dermatologists, with a further 164 training places to be made available over the next two years.
Hundreds of GPs who have completed this training have also received specialised skin checking equipment – known as a dermatoscope – through the ongoing partnership between the Malinauskas Government and Cancer Council SA.
This improves early detection of skin cancer, saving more lives and reducing unnecessary procedures.
If you could see UV campaign assets can be accessed here.
As put by Blair Boyer
Often we don't appreciate how dangerous something is when we can't see it.
The Malinauskas Government has invested $200,000 into the 'If you could see UV' campaign, working with Cancer Council SA to raise awareness of an invisible threat that impacts so many South Australians.
Being outdoors in the summer is a great way to spend time with family and friends, but remember to Slip, Slop, Slap, Seek and Slide to protect yourself from skin cancer.
This campaign is about making sure South Australians better understand how excessive UV exposure can cause skin cancer, a common yet often preventable condition.
If you do notice changes in your skin, don't muck around – early detection is the key. Go and see a GP and get checked.
As put by Preventive Health SA Acting Chief Executive Mel Bradley
We are delighted to partner with the Cancer Council SA to increase South Australians' awareness of the dangers of UV through striking visual imagery.
We know that young South Australians are at greater risk of UV damage due to increased sun exposure, which can lead to skin cancer.
Through powerful visuals, the campaign aims to target young people who may not realise their skin is being damaged by UV rays, and to encourage more sun-safe behaviours.
As put by Cancer Council SA Senior Manager Prevention Christine Morris
UV is invisible, it cannot be seen or felt, so it can be damaging our skin without us knowing. Even on cool or cloudy days, the UV can still reach damaging levels.
Many South Australians still associate sunburn or skin damage with heat, and this campaign aims to educate young people about the unseen impact to unprotected skin when spending time outdoors, which can increase risk of skin cancer.
Whenever the UV is three or above, we encourage everyone to protect their skin in five ways – slip on sun protective clothing, slop on broad-spectrum SPF50 or 50+ sunscreen, slap on a broad-brimmed hat, seek shade and slide on sunglasses.
