Australia has one of the highest rates of skin cancer in the world. Melanoma is the deadliest form of skin cancer and the fourth most commonly diagnosed. A huge 14,000 Australians are expected to be diagnosed with the disease this year. Shockingly, one in 17 Australians will be diagnosed with melanoma before the age of 85 - which is where skincare brand La Roche-Posay steps in.
La Roche-Posay launched SkinChecker this week, a campaign to educate and encourage the public to spot signs of skin cancer. For the campaign, the brand has partnered with the Skin & Cancer Foundation Australia, and Aussies are the first on its international hit list.
The links to an exclusive SkinChecker portal that features simple guides on how to examine skin as well as information on what to look for when checking moles and other signs of melanoma. The brand is encouraging the public to share the video with the social media hashtag #becomeaskinchecker to spread awareness.
Along with the online campaign, there will be a SkinChecker event open to the public on Thursday November 6 at Sydney's Pitt Street Mall. Skin & Cancer Foundation Australia dermatologists will be on hand to offer free mole screenings.
The initiative was born from La Roche-Posay's frustration about the rising rates of skin cancer diagnosis. "This campaign sends a strong message that we all have a role to play,” says La Roche-Posay Australia general manager Caroline Collier. "It provides accurate and simple information to empower everyday Australians to become better skin checkers.”
The is paired with a simple ABCDE SkinChecker method, developed and promoted by dermatologists worldwide. Upon watching the video, consumers have the option to download the method, putting skin checking at the forefront of their mind. La Roche-Posay will then display on its site a map showing where people are getting involved in the campaign around the world.
Getting skin smart is as easy as learning your ABCs. The ABCDE method for monitoring moles is:
Asymmetry - A mole that is not round or oval in shape, which has contours and colouring that are not evenly distributed around its centre.
Border - Irregular, jagged borders.
Colour - A mole that has several colours (brown, red, white, black).
Dimension - A diameter greater than six millimetres (the size of a pencil eraser).
Evolution - A mole that quickly changes in size, shape, thickness, or colour.
Visit laroche-posay.com.au/skinchecker to watch the video and download the method.
