Most of us remember to pack the sunscreen before heading to Spain.
Far fewer think about protecting their skin before spending time outdoors at home, whether that’s walking the dog, gardening, watching a match or heading to the beach.
The Marie Keating Foundation is urging people to rethink how they protect their skin with the launch of MoleMaps, a major new national skin cancer awareness campaign encouraging people across Ireland to Protect Your Skin at Home– not just when they’re on holidays abroad.
You’re just as likely to develop skin cancer in Cork as you are on the Costa del Sol. Melanoma doesn’t care whether it finds you in Wexford or Waikiki.
The risk is real wherever you spend time outdoors.
Rolling out nationwide throughout August across out-of-home advertising, radio, digital channels and national media, MoleMaps uses bold, eye-catching creative to remind people that ultraviolet (UV) radiation can damage your skin whether you’re in Spain or Sligo.
The campaign comes as Ireland continues to have one of the highest rates of melanoma in Europe despite its relatively cool climate – highlighting that it’s UV radiation, not heat, that increases your risk.
Skin cancer is now the most common cancer in Ireland, with approximately 11,500 people diagnosed every year. It accounts for around one-third of all invasive cancers diagnosed in the country and it is estimated that more than one in five people in Ireland will develop skin cancer during their lifetime.
Despite Ireland’s relatively cool climate, UV radiation is strong enough to damage skin for much of the year, even on cool or cloudy days.
The good news is that most skin cancers are preventable and, when detected early, treatment is often highly successful.
Yet many people still associate skin cancer with holidays abroad, when in reality much of the UV damage that increases your risk happens during everyday activities at home, such as walking, gardening, playing sport or simply spending time outdoors.
Gill Costelloe, from Drumcondra and now living in Ballybrack, was 36 when a friend encouraged her to have a large dark mole on her shoulder checked.
It was melanoma, but it had been caught early and, following surgery, Gill was monitored for five years. On the very day she was due to attend her final dermatology appointment in November 2021, Gill, then 41, was instead told that her melanoma had progressed to Stage 4.
Gill spent three months in hospital and was started on targeted therapy. Five years on, she is back working full time, remains active and has had clear scans for over a year. She now shares her experience to raise awareness of sun safety and to offer hope to others diagnosed with Stage 4 melanoma.
Gill said: “I want to share my story as a story of hope, as I didn’t have any stories of hope when I was first diagnosed at stage 4. Five years on and I am living a happy and relatively healthy life after I almost died.”
Liz Yeates, CEO of the Marie Keating Foundation, said: “Skin cancer is the most common cancer in Ireland, yet many people still think it’s something they only need to worry about when they’re abroad. Through MoleMaps, we want to remind people that the sun at home can be just as damaging as the sun on holiday. It’s the everyday time we spend outdoors here in Ireland that can add up over the years and increase our risk.
“By protecting your skin from UV damage, getting to know what’s normal for you and recognising changes early, you can help reduce your risk of skin cancer and improve outcomes through earlier detection. We hope this campaign encourages people to make protecting their skin part of their everyday routine, not just something they think about before a holiday abroad.”
Helen Forristal, Director of Nursing Services at the Marie Keating Foundation, said: “Almost nine in ten cases of skin cancer are considered preventable through simple SunSmart behaviours, including seeking shade during the middle of the day, covering up, wearing sunscreen, protecting your eyes and avoiding sunbeds.
“The earlier skin cancer is detected, the better the outcome. We encourage everyone to become familiar with their skin, check it regularly and speak to their GP if they notice a new or changing mole, a mark that looks unusual or a sore that doesn’t heal. Taking a few minutes to check your skin could make all the difference.”
The most common sign of melanoma is a new mole or a change in an existing mole. Other signs of skin cancer can include a sore that doesn’t heal, a lump or a scaly or crusted patch of skin. Becoming familiar with your own skin and acting promptly if you notice any changes could save your life.
Dr Patrick Ormond, Consultant Dermatologist, St James’s Hospital added: “Skin cancer is one of the most preventable cancers, yet it remains one of the most common in Ireland. We cannot change our skin type, but we can change our behaviour. It can be picked up early, and that is when it is most treatable. Taking a few minutes to become familiar with what is normal for your skin, and seeking medical advice if something looks strange compared to the rest of your skin, are simple steps that can have a significant impact on outcomes.”
Alongside the MoleMaps campaign, the Marie Keating Foundation continues to advocate for stronger action to reduce the burden of skin cancer in Ireland. As a member of the Coalition Against Sunbeds, the Foundation is also calling for a ban on commercial sunbeds in Ireland, given the well-established link between artificial UV exposure and melanoma and other forms of skin cancer.
MoleMaps is proudly supported by Bristol Myers Squibb, MSD and Regeneron.
For more information on skin cancer, prevention, signs and symptoms, visit www.mariekeating.ie.
You can see the campaign here: https://mariekeating.ie/campaigns/protect-your-skin-at-home/