Having escaped a near-death experience, Anne Gately is keenly aware of the damage the sun can do to Australians.
So the stage-four melanoma survivor is not content with the lukewarm approach adopted by too many businesses and sporting clubs.
"As a culture, I believe we're not really aware of this issue that the sun is causing," the Sydney mother-of-two told AAP.
"Sure, we all have a role to play to protect ourselves.
"But there are a lot of circumstances when we're in an organised environment like sport ... or in workplaces where there's not enough regard for protecting people from the sun."
That includes in cricket, where data suggests many players lack access to shade and workplaces where sun protective equipment garners less focus than wet-weather gear.
The danger is crystal clear to the advertising and marketing leader, whose pain from a suspected gym injury six years ago was later identified as stage-four melanoma.
"It was in my bones and I was basically riddled with it," she said.
"I was told the historical prognosis of my diagnosis was about 12 to 24 months."
Fortunately for Ms Gately, she is among rare cases of advanced melanoma to respond to immunotherapy treatment.
But one of Australia's deadliest cancers still claims more than 1300 lives a year, more than the national road toll in 2023.
About 18,000 people are diagnosed each year, with those in Queensland, Tasmania, Western Australia and NSW most at risk.
Data released on Tuesday shows NSW's hotspots centre on the sun-soaked north coast and regional areas.
Byron, home to the famous coastal town Byron Bay, has risen to third place while neighbour Ballina leads the pack for melanoma rates adjusted for population.
More than one in 1000 people living in the top-five areas are expected to be diagnosed in 2024.
"Australia has one of the highest skin cancer rates in the world and as a community it's imperative we take the threat of skin cancer seriously and follow the simple, life-saving steps needed to reduce our risk of this deadly disease," NSW Health Minister Ryan Park said.
Michael Regan, whose local area ranked 19th, lost his father to melanoma at the age of 48.
"Each of us has a role to play in creating a sun-smart culture, through our own behaviours and what we encourage in others," said the independent MP for the state seat of Wakehurst, on Sydney's northern beaches.
Cancer Institute NSW says people should think about sun exposure whether they're going to the beach, for a walk or hanging the washing.
The most effective defence is to wear protective clothing, SPF50+ sunscreen, a wide brimmed hat and sunglasses, and to seek shade.
TOP 25 NSW LOCAL GOVERNMENT AREAS FOR MELANOMA INCIDENCE RATE:
1 Ballina
2 Lismore
3 Byron
4 Clarence Valley
5 Coffs Harbour
6 Sutherland Shire
7 Port Macquarie-Hastings
8 Tweed
9 Kempsey
10 Richmond Valley
11 Nambucca Valley
12 Kiama
13 Port Stephens
14 Bathurst Regional
15 Mid-Coast
16 Lake Macquarie
17 Mosman
18 Mid-Western Regional
19 Northern Beaches
20 Shoalhaven
21 Cessnock
22 Wagga Wagga
23 Central Coast
24 Wingecarribee
25 Newcastle
