BAD highlights importance of new skin cancer campaign

The British Association of Dermatologists (BAD) has underlined the importance of raising awareness of skin cancer among those in the UK.

Nina Goad, spokeswoman for the BAD, has stated that it is "vitally important" that more is done to educate Britons on the need to check their skin, which can play a key role in detecting cancer at an early stage.

It comes in the same month that the organisation launches Ultimate Skincare, a new cinema advertising campaign produced in association with the Kindred Agency, which mimics the tone and style of cosmetic and beauty industry marketing.

According to Ms Goad, this represents the first time a national campaign of this kind has focused on early detection of skin cancer, with previous initiatives highlighting issues such as diagnosis and treatment.

She said the initiative "needed to be done in an innovative, attention-grabbing way that appeals to people who may have become desensitised by the more traditional health messages".

According to the BAD, skin cancer is now the UK's most common form of cancer, with more than 100,000 cases diagnosed annually.