HSE Mid West urges SunSmart behaviour as sunburn rises

HSE Mid West urges young people to be SunSmart as research shows a sharp increase in sunburn among Gen Zs

84% of Gen Z experienced sunburn at least once in the past year

The HSE’s National Cancer Control Programme (NCCP) and Healthy Ireland recently launched the 2026 SunSmart campaign, a nationwide initiative aimed at reducing Ireland’s rising rates of skin cancer by empowering people of all ages to protect their skin. This year’s campaign places a strong spotlight on adolescents and young adults, following new research showing a sharp increase in sunburn and low engagement with basic sun‑protection behaviours among younger age groups.

Skin cancer is now the most common cancer in Ireland, with more than 11,000 cases diagnosed every year. Yet almost all cases are preventable. The SunSmart campaign highlights how simple, everyday actions—whether at home, at school, at work, or on holiday—can significantly reduce the risk of skin cancer.

New data reveals a worrying trend among young people:

• 84% of Gen Z experienced sunburn at least once in the past year, up from 73% in 2024 and 66% in 2023.
• Teenagers and young adults remain the least likely to use protective measures (beyond sunscreen) and the most likely to use sunbeds.

These findings reinforce the urgent need to engage younger audiences. UV exposure during the first 10–15 years of life has a disproportionate impact on lifetime skin‑cancer risk. Just three episodes of severe sunburn before age 20 more than double the risk of melanoma in adulthood.

Dr Sinead Field, Consultant Dermatologist, HSE Mid West said:

The SunSmart campaign forms part of the HSE’s NCCP and Healthy Ireland’s ongoing commitment to reducing skin cancer incidence. Almost nine in ten cases could be prevented by following the Healthy Ireland SunSmart 5 S’s:

• Slip on clothing that covers your skin, such as long sleeves or collared T‑shirts.
• Slop on sunscreen: SPF 30+ for adults, SPF 50+ for children, with high UVA protection and water resistance. Reapply regularly.
• Slap on a wide‑brimmed hat.
• Seek shade—especially between 11am and 3pm. Keep babies and young children out of direct sunlight.
• Slide on wraparound sunglasses.

Alongside the 5 S’s, the campaign reminds the public: do not deliberately tan, avoid sunburn, and never use sunbeds.

Evelyn Power, Registered Advanced Nurse Practitioner in Skin Cancer, HSE Mid West added: “Skin damage doesn’t only happen on holidays in hot climates. In Ireland, the sun is often strong enough to cause harm - even on cloudy days. Spending time in the shade, wearing protective clothing and regularly applying sunscreen are essential. Just one bad sunburn can damage your skin’s DNA and increase your lifetime risk of skin cancer, including melanoma. That risk is even higher when burns occur in childhood or adolescence.”

For more information on protecting yourself and your family this summer, visit the SunSmart hub at www.hse.ie/sunsmart and follow #SunSmart on social media.