YOUNGSTERS are being urged to embrace the skin they're in- and protect it from the sun this summer.

Cancer Research has launched a new campaign encouraging young people in the South West to protect their skin in the sun.

The campaign, called ‘Own Your Tone’, challenges the belief that having a suntan is healthy and beautiful. Instead it encourages people to embrace their natural skin colour and guard it from the ageing effects of the sun’s UV rays.

Jenny Makin, Cancer Research UK spokesman for the South West, said: “Whatever your age, it’s vital to take good care of your skin in the sun.

“We are launching this campaign to encourage young people, in particular, to own their natural skin tone rather than risk their health to get a suntan.

“Skin cancer can affect anyone at any age so we are urging people to take steps to protect themselves when out in the sun. The best way to do this is use a combination of shade, clothing and at least factor 15 sunscreen.

“A common misconception is that a tan is a sign of health. The reality is far from true. Damage from the sun’s UV rays builds up over time and we know that young people in particular are less likely to worry now about the long term impact on their looks and wellbeing.

“People who regularly expose their skin to strong sun are more likely to experience coarse, leathery and wrinkled skin from a younger age as well as increasing their risk of developing skin cancer.”

Every year in the South West around 1,750 people are diagnosed with malignant melanoma*, the most serious type of skin cancer, and around 260 people die from the disease.

Malignant melanoma is the second most common cancer in young adults in the UK and kills around 60 young adults (age 15-34) every year.

Skin cancer is caused by too much exposure to UV rays, which come from the sun and sunbeds and damages the DNA in skin cells.

More than 8 in 10 cases of malignant melanoma - the most serious type of skin cancer - could be prevented through enjoying the sun safely and preventing sunburn.

Sarah Williams, health information manager at Cancer Research UK, said: “We want everyone to enjoy the good weather this summer while taking care not to redden or burn.

“Far from being a sign of health, a suntan is the skin’s way of trying to protect itself. Burning is painful and unsightly but it’s also a clear sign that the DNA in skin cells has been damaged.

“It’s easier than you might think to get sunburnt in the UK, even when you’re not actually sunbathing. So when the sun is strong, spend time in the shade, cover up with clothing, and use plenty of sunscreen to protect the parts you can’t cover.”

Top tips from Cancer Research UK to enjoy the sun safely this summer: • Rule of three: It’s important to use a combination of shade, clothing and sunscreen to protect your skin. Cancer Research UK recommend at least factor 15 sunscreen with four or more stars – and that’s whether you’re in the UK or abroad.

• Spend time in the shade: When the sun’s strong, (most likely to be between 11am and 3pm in the UK summer), it’s important to spend some time out of the sun. Take some breaks in the shade, such as eating your lunch inside, sitting under a parasol or resting in your home or hotel room.

• Cover up with clothing: wearing a t-shirt and a hat when the sun is strong is really important. A wide-brimmed hat or long-sleeved top will not only keep your skin protected, but keep you feeling cool.

• Bring a bottle: Keep a handy-sized bottle of sunscreen in your handbag or rucksack (Cancer Research UK recommends at least SPF15 and 4 stars) so that you’ll always have some to hand for parts of the body you can’t cover up with clothes. Reapply regularly and use a generous amount.

• Don’t get caught out: The sun can be just as strong in the UK as abroad. Beware of getting burnt while you’re out and about, rather than deliberately 'sunbathing'. You may be outdoors watching sport, doing the gardening, walking round town or just sitting in the park.

• Protect your kids: Young children in particular will need help to protect their skin but don’t forget yourself. Make sure your children are wearing t-shirts and wide-brimmed hats when out in strong sun and cover any exposed areas with sunscreen. • Damage control: If you notice your skin becoming pink or red, you should come out of the sun and cover up to help stop any more damage. Putting on more sunscreen won’t help and doesn’t mean you can stay out safely in the sun for longer.

For further information visit www.cruk.org/ownyourtone