'What’s your look? – Don’t make it #DumbBurn', is a Skin Cancer Prevention Programme targeted to 18 to 24-year-olds in social and workplace settings.

Skin cancer is the most common cancer in New Zealand, estimated to account for just over 80% of all new cancers diagnosed. More people die from skin cancer than on our roads. Approximately 90% of skin cancers are preventable. Ultraviolet radiation (UVR) exposure is the leading cause of skin cancer worldwide. However, despite this, people are often not SunSmart.

While previous campaigns have focused on how to protect yourself (SLIP, SLOP, SLAP and WRAP), this campaign focuses more on what motivates the target audience to be SunSmart and to protect themselves against UV damage.

Find out more about the campaign below and share the resources in your communities.


Key Messages

Protect your skin when you are outside. Be SunSmart Slip, Slop, Slap and Wrap.
Avoid #DumbBurn
For more see
Not protecting yourself from UV radiation, gets in the way of fun – it’s painful, a real hassle and not a great look in front of your mates.


This campaign engages with young people in the 18 to 24 age group who socialise or work outdoors. Evidence shows this audience is at greater risk of sunburn (over exposure to UVR). And insights tell us that young people are motivated to be SunSmart more by the immediate consequences of getting sunburnt ie, pain and inconvenience to their life, and appearance based cues such as unsightly tan lines and peeling.

While the audience has some awareness of skin cancer, this is far in the future and is not as relevant to them as more immediate considerations like image and having fun and how getting sunburnt can interfere with that. 

Campaign channels