This year, more than 1 million new skin cancer cases are expected to be diagnosed. The most serious form of the disease, melanoma, will claim an estimated 7,700 lives.
Skin cancer is the most common kind of cancer in the United States.
Scientists believe it may be related to increased voluntary exposure to the sun s UV rays. Unprotected skin can be harmed by UV rays in as little as 15 minutes, yet it can take up to 12 hours for skin to show the full effects of sun exposure. Serious sunburns, especially during childhood and adolescence, can also increase the chances of developing malignant melanoma one of the most serious forms of skin cancer and the one that causes most skin cancer-related deaths. Although most Americans are aware of the dangers of UV exposure, it is estimated that only one third take steps to protect their skin from the sun. The campaign reinforces the idea that young people can protect their skin while still having fun outdoors.