This week (19-25 November), is National Skin Cancer Action Week (NSCAW).
In Australia, two in three people will be diagnosed with skin cancer by the age of 70 - which is why reminding West Australians to practice effective sun protection methods and undergo regular skin checks is so important.
NSCAW was developed through our partnership with the Australasian College of Dermatologists to promote awareness and education around being SunSmart.
Each year, more than 2,000 people in Australia die from skin cancer and it's estimated that as a country we spend more than $1 billion per year treating skin cancer, with costs increasing substantially over the past few years.
Yet most skin cancers can be prevented by the use of good sun protection.
NSCAW is a time to remind Australians to slip on sun-protective clothing, slop on SPF30 (or higher) broad-spectrum, water-resistant sunscreens, slap on a broad-brimmed hat, seek shade and slide on sunglasses.
This year's theme is role-modelling
Children are proving to be more SunSmart than their parents, so we're calling on all West Australians to join the SunSmart generation.
The importance of sun protection resonates deeply with our SunSmart Ambassador, Matt Hawsworth, who channels his alter-ego, Sonny Burns, to help promote our message.
"Seven years ago my cousin passed away from skin cancer - that's why I'm so passionate about helping spread the message about being SunSmart.
"It's not difficult to practice sun safety and perform regular skin checks. The reward is far greater than what actually could happen," he said.
Todd Mead, the winner of the 2016 Tradie of the Year, agrees. He says keeping an eye on your skin is the trick.
"Early detection is paramount in the long run and could potentially save your life," he said.
Role-modelling sun protection isn't just important for parents and children - schools, workplaces and community members are also encouraged to set the right example by joining the SunSmart Generation.
Our NEW see UV App
Our new seeUV app uses augmented reality to help you see the strength of UV radiation around you.
The app also has a unique selfie mode to see what your skin can look like if you allow UV damage to add up.