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From The National Cancer Institute:
Skin Cancer - Australian Experience

The incidence of skin cancer is higher in Australia than in any other country, and incidence rates are still rising. In response to this problem, Australian officials adopted a variety of initiatives.
Many of these initiatives focused on public education. For example, the "SunSmart" education program, implemented from 1988 through 1990, significantly increased the use of sunscreen and hats among a test group of more than 4,000 adults. Women, particularly adolescents and young adults, developed positive attitudes about protection and behavior. Similarly, the public service announcement "Slip! Slop! Slap!" (that is, slip on a shirt, slop on sunscreen, and slap on a hat) raised awareness of skin cancer, especially among outdoor workers. Responding to the need to promote sun-safe attitudes, Australian fashion magazines have started to feature hats and use fewer models with tans.
Other educational programs have emphasized the need for regular self-examination and have encouraged physicians to routinely perform skin examinations on all patients they see.
Community changes have been important components of skin cancer prevention programs in Australia as well. These changes include building awnings and other structures to provide shade wherever possible, rescheduling sports and other outdoor community events away from midday hours to avoid peak ultraviolet-light exposure periods, and reducing taxes on sunscreens.
The Australian government has promoted research on health risks associated with skin cancer. It also has encouraged organizations and communities to establish screening programs to reach individuals who are at particularly high risk for skin cancer.
Skin Cancer - Deaths

The American Cancer Society estimates that approximately 9,000 die each year from skin cancer. About 7,000 of these deaths are from melanoma; the other deaths are related to other types of skin cancer.
The U.S. Centers for Disease Control and Prevention (CDC) reported that from 1973 to 1992, the death rate for melanoma increased 48 percent in U.S. men. And in 1996, the CDC reported that the rate was continuing to rise, despite how easily the disease can be prevented or treated (if detected early). One explanation for this trend is increased recreational exposure to the sun.

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