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Date: Wednesday, May 20, 1998 FOR IMMEDIATE RELEASE Contact: CDC Press Office (404) 639-3286
Health and Human Services (HHS) Secretary Donna E. Shalala today launched a national, multi-year awareness initiative to prevent skin cancer among Americans. The "Choose Your Cover" campaign educates, encourages and empowers people to protect themselves from the sun's ultraviolet rays by practicing sun-safe behaviors.
Skin cancer has increased in the United States -- more than 1 million new cases of skin cancer will be detected this year. There are three types of skin cancer: melanoma, basal and squamous cell carcinomas. Since 1973, the number of melanoma cases, the deadliest form of skin cancer, has doubled. Basal and squamous-cell carcinomas are more common and easily curable, but if left untreated, can also cause severe damage and disfigurement.
The increase in skin cancer appears to be related to increases in voluntary sun exposure, making skin cancer largely preventable when sun protective practices and behaviors are consistently used. "We want to educate young people to develop healthy sun behaviors now which will help them avoid developing deadly skin cancer later," Shalala said. "Summer is just around the corner, so choose your cover from dangerous UV rays while still having fun in the sun."
Most Americans do not routinely protect themselves. It is estimated that only about one-third of adults take measures to protect their skin from the sun's UV rays. "Skin cancer can be prevented. The challenge, however, lies in changing attitudes and behaviors," said Dr. Claire Broome, acting director of the Centers for Disease Control and Prevention (CDC).
The "Choose Your Cover" public service announcements released today target 18- to 25-year-olds, an age group that spends many hours out in the sun. The "Choose Your Cover" initiative will also reach out to 9- to 18-year-olds -- a critical time when adolescents set patterns of behavior that they carry with them into adulthood.
In the coming years, the "Choose Your Cover" five-year campaign will build on these current messages and expand to reach other age groups. In addition, the "Choose Your Cover" initiative will be adopted by Girl Power!, the department's national public education campaign to help encourage and empower 9- to 14-year-old girls to make the most of their lives.
CDC, the nation's disease prevention agency within HHS, has the responsibility to promote health and quality of life by preventing and controlling disease, injury, and disability. Since 1991, CDC's efforts in skin cancer prevention education have included funding for innovative strategies at the state and national levels, development of epidemiological research and surveillance systems for monitoring national trends, and coordination of a national coalition to prevent skin cancer.
For additional information, CDC has produced a new "Choose Your Cover" Web site: www.cdc.gov/ChooseYourCover. This summer, learn more about skin cancer prevention through CDC's "Choose Your Cover" brochure on the Web site or by phoning 888-842-6355.
For more information on skin cancer, browse or call the following sources: