SunSmart programme
The promotion of sun safety in New Zealand (using the SunSmart brand) is managed through a close strategic partnership between the Health Sponsorship Council (HSC) and the Cancer Society of New Zealand.
The HSC's sun safety programme has four key outcomes:
- Increase the percentage of parents and caregivers taking steps to protect their 8 to 12 year olds from getting sunburnt.
- Increase the percentage of organisations and agencies with influence over recreational settings eg, health promoters, sports organisations, local councils and event organisers taking steps to protect 8 to 12 year olds from getting sunburnt in these settings.
- Increase the percentage of organisations and agencies with influence over the media (eg, health promoters, MetService) and television and print media that are taking steps to increase messages that encourage, and decrease messages that discourage, sun safe behaviours.
- Increase the percentage of primary and intermediate schools taking steps to protect 8 to 12 year olds. This objective is the primary responsibility of the Cancer Society.
Exposure to UV radiation before the age of 20 is a particularly strong risk factor for melanoma incidence, so the Skin Cancer Control Steering Committee's Strategic Framework for 2008-11 identifies children under 13 years old and their caregivers as the target audience.
The HSC's current sun safety programme focuses on the parents and caregivers of 8 to 12 year olds as this is the age at which children become more independent of their parents, therefore needing parents to reinforce sun safe behaviours.
Contact Laurianne Reinsborough, SunSmart Programme Manager, by email or phone 04 472 5777.
Skin cancer background
The incidence rate of skin cancer and melanoma is increasing and is expected to continue to do so over the next few years. This reflects the latent nature of skin cancer – the disease often does not manifest until many years after the damaging exposure. The incidence rates we see now are the result of the ‘sun-worshipping’ behaviour of the 1970s, 80s and 90s (although better detection and registration may account for some of the increase).
The main causal factor for melanoma is episodic sunburn (from exposure to ultraviolet light), particularly during childhood. Studies have shown that the best avenue for melanoma prevention is encouraging protection against sunburn, particularly in children and fair-skinned people.
Ultraviolet (UV) radiation does bring some benefit, as it provides the main source of vitamin D in New Zealand. Adequate vitamin D is essential for general health, as it is necessary for bone, joint, muscle and neurological function. Therefore, a balance is required between avoiding an increased risk of skin cancer and maintaining adequate vitamin D levels. However, sunburn should always be avoided. Sensible sun protection (slip, slop, slap and wrap) between the start of September and end of March should not put most people at risk of vitamin D deficiency. Research is currently underway to understand what the optimal balance should be for New Zealanders. Read more about the risks and benefits of sun exposure.