Members of the Cancer Society will be hitting Bay of Plenty beaches this month to encourage people to cover up as UV levels peak.
Beach Promoters will set up a stand at the Mount Maunganui Main Beach featuring a beach umbrella loan scheme. Loads of sunscreen will also be on hand
as well as sun-protection information.
The Cancer Society will be encouraging beachgoers to be careful in the sun by following the simple SunSmart rules, especially during the peak UV hours between 11am and 4pm.
"We will be working hard to let everyone know about staying safe in the sun and ultimately reducing their risk of developing skin cancer," said Jo Bell, Waikato/Bay of Plenty Cancer Society spokeswoman.
Ms Bell said people should also wear sunscreen when it's not sunny, as the sun's ultraviolet rays can be reflected off cloud cover and cause skin damage.
Levels of ultraviolet radiation reach their peak over the New Year holiday period.
"A combination of the sun being at its highest in the sky and the break-up of the ozone hole over the Antarctic, makes this the worst time for ultraviolet radiation," said Dr Richard McKenzie, of the National Institute of Water and Atmospheric Research (Niwa).
"And it's also when we tend to spend more time than usual outdoors."
Exposure to ultraviolet (UV) radiation is the main cause of the most common form of skin cancer, melanoma, in New Zealand.
Children are particularly vulnerable and risk skin cancer later in life as a result of sunburn.
"Over-exposure to the sun's UV radiation is the cause of over 90 per cent of all skin cancer _ making prevention crucial," said the Health Sponsorship Council's SunSmart manager, Wayde Beckman.
"Parents need to make sure their kids always Slip, Slop, Slap and Wrap. Teaching children sun safety is the key to reducing the risk of skin cancer in the future."
Dr McKenzie said although the ozone hole appeared smaller than last year, UV radiation rose at this time of the year.
"Ozone levels decrease throughout summer, so maximum UV intensities usually occur in the Christmas and New Year period." with NZPA
