Queenslanders are being challenge to slash the state's skin cancer number by a quarter over the next three decades with a report showing we've dropped the ball on prevention of the deadly disease.
Queensland is the skin capital of the world, with more of us dying from skin cancer than road crashes each year.
QIMR Berghofer Professor Rachel Neale said a change in approach is urgently needed to cut the prevalence of these largely preventable cancers.
"We need to change the narrative around sun protection so it becomes the norm to wear a broad-brimmed hat and to put on sunscreen every day before we leave the house."
Find out about this study by QIMR Berghofer here.
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