Cancer Research UK is to target health-conscious female consumers this summer in a bid to raise awareness of the danger of skin cancers among men.
According to the charity, men are less likely to heed sun warnings than women, many of whom have already understood the message. In order to capitalise on this, part of the SunSmart 2002 campaign will involve getting women to educate men.
The initiative, which will run from May to August, will target men by sending shocking research statistics to men's lifestyle and health and fitness magazines, women's consumer magazines and national press.
Statistics show that rates of malignant melanoma, the deadliest form of skin cancer, have increased among males by 12 per cent in six years.
Around 6,000 people a year are now diagnosed with the disease and the rise is almost entirely because of the increasing rates in men, the charity said.
Between May and August the so-called "sun squads", sponsored by corporate partner Tesco, will go out to city parks, high streets and supermarkets to advise the public on the dangers of sun exposure.
The retailer will also support the campaign through putting leaflets and posters at point of sale.