Parents and carers taking their children to The Ice Cream Farm were warned of the risks of skin cancer by a leading charity.
North West Cancer Research (NWCR) representatives spoke to visitors entering the rural attraction in a bid to inform them of the dangers of the disease, after the charity’s research showed rates of skin cancer in the North West were 10% higher than the rest of the UK.
NWCR’s research also found significant rates of melanoma in Cheshire, with reported cases at a rate 22% higher than that experienced nationally.
The charity’s summer campaign, Think Again, centres around the message that sunscreen is not just for holidays, but something we should all think about every day to protect our skin from preventable skin cancer.
CEO Alastair Richards, who underwent surgery to remove a non-melanoma cancer in 2021, said:
“As a country, and particularly within the region, we tend to think that, unless we’re lying on a sunny beach on holiday, then we don’t need to wear sunscreen. This could not be further from the truth and it’s worrying how many people still believe this myth and fail to protect their skin on a daily basis.
“In the North West, we have higher rates of skin cancer – this should absolutely not be the case and we are on a mission to change that.
“Our hope is that, by touring our campaign around the region, we can in fact make people ‘think again’ and pick up a bottle of sunscreen before they head out when visiting some of the region’s great attractions. It’s an easy thing to do, but also incredibly important in that it could help prevent developing skin cancer later in life.”
As visitors entered The Ice Cream Farm three members of the team from NWCR gave out free sun cream samples, alongside information on spotting the signs of skin cancer and knowing the risks. A large digital advertising board was also parked up outside the entrance to the award-winning family attraction with snippets of information to read whilst families waited to go inside.
CEO and Owner of The Ice Cream Farm, Jonathan Fell, said:
“I think NWCR’s message that we need to think about sun protection year-round, and not just during ‘ice cream weather’, is so important.
“For parents it’s second nature to think about how we can protect our children’s young skin. But one of the best ways we can do that is leading by example and showing our children the steps we’re taking to protect our own skin too.”
The Think Again roadshow was launched at The Ice Cream Farm today, and will head to Pyramids Shopping Centre in Birkenhead and Broughton Shopping Centre on the 4 and 5 August respectively.
For more information on the campaign and how to support North West Cancer Research, visit:
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