Drinkers in beer gardens across the country this month will be offered ‘Oil Your Neck’ sunscreen sachets in a bid to encourage sun safety, especially among young men.
The number of people in the UK being diagnosed with skin cancer has hit a record high, according to Cancer Research UK, and melanoma cases have reached 17,500 a year in the UK, the highest since records began.
Skin cancer case rates among adults aged 55 and over have risen by 195 per cent since the 1990s, with a boom in cheap package holidays in the 1960s thought to be behind the trend.
Other factors could be a growing and ageing population, as well as more people getting their skin checked when they notice changes. The charity estimated that across all age groups, melanoma skin cancer cases could increase by about 50 per cent over the next 20 years.
Meanwhile just 18 per cent of Britons say they wear sunscreen or skin protection while enjoying summer pints outside, a new study commissioned by Beavertown brewery revealed.
Men are least likely to cream up, with only 16 per cent applying sunscreen when out in the sun, compared to a fifth of women, according to the research.
In a bid to tackle the lack of protection, more than 10,000 SPF 50 sunscreen sachets will be given out to Britons drinking Beavertown’s Neck Oil IPA this summer in a campaign that is backed by Melanoma UK.
The sunscreen on offer will be LifeJacket Skin Protection’s Sun Gel.
Beavertown Brewery spokesperson Tom Rainsford said: “Our research found that 59 per cent of Brits know they need to become better at applying sun cream on a sunny day, which is why we’re installing free dispensers and giving away thousands of free sunscreens in pub gardens across the UK.”
Gill Nuttall, CEO and founder of Melanoma UK, said: “Young adults, and men specifically, are a very difficult audience to reach to educate on the risks of sunburn. Oil Your Neck targets this audience in an environment they can identify with.”
The sachets will be available in participating pubs across the UK throughout July, including The Sun in Clapham, and other London pubs The Landor, The Minories and The Prince William Henry.
The brewery will also be giving away 2,000 sachets with orders from their webshop.
