In a new approach to cancer prevention, the major British charity Cancer Research is working with Bauer Media and the Asos clothing retailer in its SunSmart campaign.

This is an annual campaign run by the charity, that focuses on teaching young people (between the ages of 16 and 24) the risks of sun cancer and how to protect themselves while still having a good time in the sunny weather.

The fashion input is an online ‘tool’ that Asos have developed – it provides fashion and clothing advice to the user, based on their skin type, the current weather forecast and the event for which they want to choose an outfit. To encourage fashion aware young people to use the tool regularly, they are also being included in a weekly draw – the winner of which receives £100 of vouchers to spend in Asos.

The tool is also being promoted in magazines and on the radio.

Workplaces could use a similar technique to promote safe sun use in their employees –because clothing such as a baseball cap is a great way to protect skin from too much UV exposure. One technique might be a simple chart in the reception area or cafeteria or near the water cooler that shows the weather forecast for 48 hours ahead and lists sensible work clothing to deal with the weather conditions.