“All you have to do is look at someone like me – I’m young, I’m healthy, I don’t smoke and I’m not someone who lazes about in the sun, but I still got it.” — Melanoma survivor Maddy Bellcroft, who this week called for increased sun awareness efforts for 18-24-year-olds in New Zealand, despite the fact that, as a non-tanner, her melanoma most likely was not caused by the sun. “I think that there needs to be more campaigns that target 18- to 25-year-olds because many young people think they’re a bit invincible,” Bellcroft added.

What’s wrong with her assumption?

“Young people know when they’re being over-sold on an idea. The fact that anti-sun groups have likened tanning to smoking has caused a backlash — young people know sun exposure is good for them and should be taught simply to avoid sunburn. But because zealots have gone too far, young people are pushing back against the whole message — even the good part calling for moderation,” Smart Tan’s Joseph Levy said.