British campaign's message: Real men use sunscreen

08/31/2011 | BBC

Men are less likely than women to use sunscreen with an SPF of 15 or higher, worry about getting sunburned, seek shade or wear sunglasses, according to a YouGov poll of 2,000 adults for Cancer Research U.K. A 34-year-old construction worker said he and his co-workers had a nonchalant attitude about sun exposure and he never considered skin cancer until he was diagnosed with melanoma. "I am definitely more aware of protecting my skin from sunburn now, and always remind my mates to put on sunscreen, stick a cap on and keep an eye on their skin," he said.

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