Britain's leading cancer charity is calling for young people to protect their skin from harmful ultraviolet rays this summer.
Cancer Research UK wants to raise awareness that too much sun can lead to sunburn, premature ageing and an increased risk of skin cancer.
A study conducted by the charity found that while 80 per cent of 16 to 24 year olds are aware that excessive exposure to the sun is a leading cause of skin cancer, only 11 per cent spend time in the shade in the summer.
It also found that the number of young people using sunscreen has fallen, despite the fact that the incidence of the most serious type of skin cancer, malignant melanoma, in young people in the UK increased by 48 per cent in the past two decades.
Malignant melanoma is the sixth most common cancer in the UK, and research shows that getting a painful sunburn just once every two years could triple the risk of malignant melanoma.
When the sun is strong, the charity advises staying in the shade and regularly applying factor 15 sunscreen or stronger.
Chris Lunn at Cancer Research UK said: "With all of the unpredictable weather we’re experiencing this summer it’s key that when the sun does shine, you don’t get caught out by sunburn.
"As well as the pain that getting sunburnt can cause, it’s also a sign that your skin has been irreversibly damaged, which can lead to premature ageing and an increased risk of skin cancer.
To increase awareness, the charity has launched a campaign called Made in the Shade.
As part of the campaign, it is encouraging young people to take photos and videos of their fun times in the shade, and to upload them to blogging website Tumblr.
The entries will be put to a popular vote and the winners will receive a variety of media prizes.