You only get one skin. Keep it safe. Cherish it. Protect it.

SAN RAFAEL, Calif. -- May is Melanoma Awareness Month, a national effort to increase awareness about a deadly disease that affects people of every age, gender, and ethnicity. It is estimated that 1 in 27 men and 1 in 40 women will develop an invasive melanoma in their lifetime. This May, AIM at Melanoma is launching a national melanoma awareness campaign, #NaturalSkinRocks. The goal of the campaign is to raise awareness of the severity of melanoma by promoting the importance of protecting your skin and detecting potential melanomas early. The campaign tagline, You only get one skin. Keep it safe. Cherish it. Protect it. focuses on four key messages:

• You only get one skin: Love the skin you're in—messages aimed at young women and the importance of loving the skin tone you are born with vs trying to change that skin tone.


• You only get one skin: Keep it safe—messages focused on melanoma awareness and detection tips and facts.


• What I want you to know about melanoma—Words of wisdom from melanoma survivors and those who have lost a loved one to melanoma intended to raise awareness of the severity of melanoma and dispel the myth that it's "just skin cancer."


• Men and Melanoma—Messages targeting middle-aged and older men and those who love them on improved self-examination and melanoma risk reduction strategies.

By raising awareness of the dangers of unprotected U.V. exposure and encouraging sun-safe habits, we can change behaviors and save lives. With the incidence of this disease growing each year, we can't do this work alone. May is Melanoma Month and the perfect time to start getting involved.