Michelle Baker, CEO of the Melanoma Fund responds to the recent news around the latest Waitrose Christmas ad.

“What on earth makes an organisation such as Waitrose pull a scene depicting two farmers glorifying their ‘tans’ from its latest Christmas ads? A fresh perspective, that’s what. It is interesting how this scene has quickly gone from innocent to unacceptable in a flash, and how progressively wonderful is that? For years, the pursuit of ‘the tan’ has been part of our culture, with sunbathing, sunbed use, and negligence around sun protection unfortunately all too commonplace.

Although we all know that UV rays can cause skin cancer, the fact that a tan represents the key to enhanced attractiveness, perceived health, wealth, and stature is a far stronger driver and is seen by many as summer’s ‘golden’ trophy, which is pretty much the attitude of the two farmers in the ads. original creative.

The issue is that although a known carcinogen, the sun is also good for us. It provides us with Vitamin D and offers that re-energising blast of well-being when those precious rays hit our skin. Damn it, the sun is often the very reason we go on those long hot summer holidays!

On the flip side of the coin, UV exposure is responsible for over 80% of visible signs of skin ageing (sagging skin, wrinkles, and age spots), a childhood sunburn doubles our chances of melanoma in later life and skin cancer is, by far, the most common cancer on the planet. That seemingly innocent tan is not so much the holy grail, but more the devil in disguise.

Farmers are in one of the most high-risk skin cancer categories typically working in the direct sun often for extended periods at the sunniest times of the year.

Of course, getting this ‘darker side of the sun’ concept planted into the consciousness of us Brits isn’t an overnight task. Who listens to the white noise around sun protection? Only usually those with pale skin that refuses to tan, skin cancer survivors who know the true horror of a diagnosis, and, those who see the unflattering results of overexposure to the sun appear on their bodies. Even as parents, we cover our children, often neglecting our own skin, because it’s just what we do and what we were not taught to do as children ourselves.

“Over 90% of skin cancers are directly linked with sun exposure and are therefore preventable with the appropriate measures. Unsurprisingly, as a Consultant Dermatologist, I see a disproportionate number of individuals in my skin cancer clinic who undertake outdoor work and hobbies. It is our duty to support these individuals to carry out these activities in a sun-safe manner and the advertising community has a duty to promote sun-safe behaviour in our nation. What a relief that Waitrose came to their senses and retracted this scene from their advertisement.” Dr. Elizabeth Blakeway Manning

The fact is, Waitrose has had a wake-up call and hopefully inspired us to also think twice. The concept of glorifying a tan, on the skin of a farmer, when it has the potential to cause a type of cancer, which can be fatal, just isn’t acceptable. Well done Waitrose, it’s now over to us.”

About us

The Melanoma Fund raises awareness of sun protection in sport and outdoor activity via targeted campaigns with a team of active Sunguard ambassadors.  For further information visit www.melanoma-fund.co.uk.  For all media enquiries contact SQN Agency at melanoma.fund@sqn.agency