Perth, February 22, 2026 — Nearly two out of three Australians will develop skin cancer in their lifetime, and Western Australia is particularly vulnerable. A new, state government-funded campaign aims to change that, reminding residents about the dangers of ultraviolet (UV) radiation and how to protect themselves.
New Campaign Visualizes the Invisible Threat of UV Rays
The “If you could see UV” campaign launches as melanoma rates remain high among Western Australians.
- Last year, 1,599 melanoma cases were detected in Western Australia, resulting in 145 deaths.
- The campaign will run through February 28, 2026, targeting adults aged 18 to 45.
- Billboards, radio spots, and social media ads will promote five key sun-safety steps.
- The SunSmart Global UV app provides real-time UV alerts and personalized advice.
Q: What’s the simplest way to reduce your skin cancer risk? A: Consistently practicing sun protection – slipping on protective clothing, slopping on SPF50+ sunscreen, slapping on a wide-brimmed hat, seeking shade, and sliding on sunglasses – can significantly lower your chances of developing skin cancer.
Western Australia experiences some of the most intense UV radiation levels globally, making its population particularly susceptible to skin cancer. The campaign, funded by the Cook Government and spearheaded by Cancer Council WA, seeks to make UV radiation visible by replacing it with images of dangerous arrows, illustrating the potential for DNA damage.
The campaign’s reach extends beyond traditional billboards, with 16 prominent locations around Perth, including Yagan Square and Wellington Street, featuring the striking imagery. A custom-built bus shelter at Cottesloe Beach will also serve as a visual reminder. The message will also be amplified through radio, audio platforms, and a robust social media presence on Facebook, Instagram, TikTok, Snapchat, YouTube, Reddit, and Google search and display.
Preventative Health Minister Sabine Winton emphasized the importance of proactive sun protection. “Melanoma is one of the most common cancers affecting Western Australians, and skin cancer remains largely preventable if we take the right precautions,” she said. “We’re asking Western Australians to take care of their skin this summer by following the five key steps of sun protection.”
The campaign will run until February 28, 2026, coinciding with the late spring and summer months when UV radiation is at its peak. The primary focus is on reaching Western Australians between the ages of 18 and 45.
For those seeking real-time UV information and personalized sun protection advice, the SunSmart Global UV app is a valuable resource. Available for free on the App Store, the app allows users to search for any Western Australian suburb and receive a local UV index reading and recommendations for when to avoid the sun. A UV index of three or higher necessitates sun protection.
The Cancer Council MyUV website (www.myuv.com.au) provides a live UV forecast and SunSmart advice. Minister Winton added, “The Cook Government is encouraging Western Australians to live healthy, active lifestyles and to be SunSmart when UV is 3 or above, while participating in the great outdoor activities we all enjoy. The UV Index is a tool you can use to protect yourself from UV radiation. It indicates the times during the day that you need to cover up to prevent UV radiation from damaging your skin.”
