Sunscreen brand Don’t Ignore Cancer (DIC) has partnered with SIG Roofing and the skin cancer charity SKCIN to encourage roofers and outdoor workers to wear SPF every day, not just on holiday.

As we head into the warmer months, a new British sun protection brand, Don't Ignore Cancer, has announced a first-of-its-kind partnership with SIG Roofing. The brands have joined forces alongside skin cancer charity SKCIN, to encourage roofers and outside workers to wear SPF every day, not just on holiday. 

The partnership launches as a new report from the All-Party Parliamentary Group (APPG) on beauty, hair and wellbeing has been published, warning that outdoor workers face a 60% higher risk of non-melanoma skin cancer than indoor workers, and that one in three non-melanoma skin cancer deaths worldwide is associated with working outdoors in the sun. The report also notes that 30% of outdoor workers never apply UV protection cream while at work.

Don't Ignore Cancer (DIC) has been created by men, with men in mind, and its founders hope that this partnership will highlight the risks to this group of men in particular, while offering an easy solution.

Russ Oliver, Founder of Don't Ignore Cancer, said: "Most men don't think about suncream unless they're going abroad. But in the UK the UV index is above 3 for roughly 200 days a year. If you work outdoors you're at even greater risk, but you're likely to be more complacent about applying a high factor sunscreen. 

"We're so proud to be partnering with SIG Roofing to reach more roofers and outside workers across the country, offering our quality product in an easy to reach way. We're also really pleased that a percentage of each sale will go towards the really important work that SKCIN does in raising awareness of melanoma and non-melanoma skin cancer, helping in the prevention and early detection of this disease."

Lotty Pritchard, Marketing Director at SIG Roofing, added: "We are delighted to continue our charity partnership with SKCIN for a third consecutive year. Each year, we build in new initiatives to raise awareness and educate our outdoor working staff and customers about the risks of skin cancer, and this year is no exception. 

"We were introduced to Don't Ignore Cancer earlier this year, when they launched their DIC suncream. We decided to stock the product across the SIG Roofing branch network to give our customers easy access. It's also a tangible way to raise much-needed funds for the national skin cancer prevention charity SKCIN, as a proportion of sales will be donated.

"Not only does the product's formula, being non-sticky and having a neutral smell, address some of the questions raised in our customer research, but the standout communication also strikes a great balance of humour to get across a very serious subject."

The founders worked with a clinical advisory group including, Dr Amy Perkins, NHS Dermatologist, Dr Ewan Eadie, Clinical Scientist and Head of Scientific Services for Photobiology and Optical Radiation at University of Dundee, and Professor Paul Matts, skincare R&D expert. They advised on formulation and messaging to ensure the product and education campaign are grounded in scientific evidence.

Marie Tudor, CEO of SKCIN, said: "At SKCIN, we know that men are significantly more likely to be diagnosed with – and die from – skin cancer, yet they remain one of the hardest groups to engage when it comes to prevention and early detection. 

"By combining DIC's innovative, male-focused brand with SKCIN's expertise in awareness, prevention and early detection, we have a real opportunity to change behaviours, challenge perceptions and ultimately save lives. This partnership is about making sun protection relevant, accessible and IMPOSSIBLE to ignore for men."

DIC is a 200ml Daily Sun Protection Spray (SPF 30, 5-Star UVA rated), designed for fast, easy application. The lightweight, non-greasy formula absorbs quickly and is water resistant, created to fit easily into gym bags, work vans or daily routines. The product is available at all 104 SIG Roofing branches nationwide. A £1.50 contribution per bottle sold will go to the SKCIN campaign.