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The UK faces a growing skin cancer problem as more than 9,000 men in the country now receive a melanoma diagnosis each year. In fact, men face triple the risk of this specific cancer on their neck and scalp compared to women. They also account for approximately four-fifths of all new melanoma cases in these areas annually.
To raise awareness of the trend, Boots has unveiled a creative partnership with England and Newcastle United defender Dan Burn to highlight sun protection for one of the body's most neglected body parts: the neck.
It's sponsoring the back of the footballer's neck as part of its "Back of the Neck" campaign, launched with backing from Macmillan Cancer Support.
The defender is rebranding himself as "Dan Won't Burn" across social media platforms to spread the message.
Four in five British adults have experienced sunburn on the back
|GETTY
The campaign is a response to fresh research commissioned by the leading pharmacy, which revealed that four in five British adults have experienced sunburn on the back of their neck at some point. More concerning still is that over a fifth report that this happens every year, or even more often.
In addition, it was revealed that fewer than one in ten male respondents considered sunscreen necessary on overcast summer days. Just a third thought sun protection was essential while playing or spectating a sporting event.
Suncare Scientific Advisor at Boots, Clare O'Connor, told GB News why this particular area poses such a significant risk.
"The neck is a particularly high-risk area because it is both frequently exposed to the sun and commonly missed when people apply sunscreen," she explained.
"Behaviourally, it's often overlooked because it cannot be seen and is sometimes partially covered by clothing or hair."
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O'Connor noted that while conventional sun safety messaging has proven effective in raising awareness, many people continue to neglect crucial spots.
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"That's why campaigns like this are so important - they bring attention to these blind spots and help people apply protection more thoroughly," she added.
Analysis from Macmillan Cancer Support indicates that behavioural factors like daily sunscreen application contribute significantly to men's heightened vulnerability.
Speaking candidly about his own habits, Dan Burn acknowledged that sun protection for his neck has not always been a priority in the past.
"As a defender, I know how important it is to cover every angle, but I'll admit the back of my neck isn't always part of my game plan," he noted.
"Whether I'm on the pitch or running around after the kids, I spend a lot of time outside, so it's something I know I need to take seriously."
Dan Burn is rebranding himself as 'Dan Won't Burn' across social media platforms
|BOOTS
To support the campaign, Boots is offering a 20 per cent reduction on its Mole Scanning Service until 19 July, available at 135 stores nationwide.
The retailer is also donating 50p to Macmillan Cancer Support for each bottle of Soltan Clear & Cool Spray SPF50 100ml sold during this period.
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