Emett has a blunt message to cover up

Josh Emett has teamed with Blunt umbrellas to spread the word about covering up from the sun. Photo / Tom Shaw

Chef Josh Emett is on a mission to make sure Kiwis cover up this summer.

Emett's father, Roger, died from melanoma four years ago. Now Emett has teamed with Melanoma New Zealand as an ambassador to help spread the word about how to prevent the aggressive cancer.

He is throwing his support behind a joint campaign with Blunt umbrellas to help shield Kiwis from the sun.

"If you catch [melanoma] early it's a relatively easy fix, but if you catch it late it's the other end of the scale," he said. "It's pretty important we get the message out loud and clear.

"My father was checked often for melanoma but eventually they found one on the top of his head that had been there too long and was stage four. When it's at that stage it's too late. They did get it removed but it had already spread through the rest of his body so he only lasted another year."

Emett's work with Melanoma NZ was centred around prevention. He recommended regular skin checks as well as sun protection, which was why he supported the campaign.

Blunt's Lite+ UV umbrella protects from UV light, making it handy for sunny and rainy days. The umbrellas sell for $139, from which $34.75 is donated to Melanoma NZ.

Over summer, Blunt and Melanoma NZ will pop up at outdoor events providing a free UV umbrella loan service.

Emett said attitudes about sun safety were changing as more people became aware of how harsh the New Zealand sun was.

"Dad was a farmer, but back then it was different. It was a little more carefree. There wasn't that awareness.

"It's a hell of a lot different now. I think everyone realises how harsh the sun is and how easy it is to get burned.

"The risk of getting melanoma is very high and the easiest way to prevent it is to make sure you're wearing sunscreen and hats and shirts. We definitely don't want Kiwis to not enjoy the outdoors because that's why we love New Zealand."

Emett has also thrown his support behind the the public funding of potentially lifesaving melanoma treatment drug Keytruda for New Zealand sufferers.

Pharmac declined funding at the beginning of this month.

"It's something we should look at a hell of a lot more seriously," he said.

"I know it's complex, but it seems to be working so I think it needs a better look and possibly a different approach. [Pharmac] should work towards getting it approved and work with more case studies, rather than dismissing it."

Keytruda has been found to be effective in about one-third of patients with advanced melanoma, for which there is no other treatment.

However a spokesman for the Government's medicines-funding agency, Pharmac, said its clinical committees had reviewed the evidence and recommended that Keytruda have a low priority for funding.