Rates of melanoma - the most deadly form of skin cancer - are projected to treble by 2040, despite the fact that almost all cases of this disease are preventable, the Marie Keating Foundation has warned.

It has launched a ‘Skintervention' - a campaign aimed at reminding people to look after their skin in the sun. Overexposure to ultraviolet (UV) light, primarily from the sun and sunbeds, causes over 90% of melanoma cases.

Every year in Ireland, some 900 new cases of the disease are diagnosed and around 163 people die from it.

"We are a nation of sun worshippers, but we want to remind people that no matter what your age or skin type, it is vital to look after your skin. Just one bad sunburn before you are 18 can increase your chances of skin cancer by half. Using a sunbed, even just once, increases your risk of melanoma by as much as 20%," explained the foundation's CEO, Liz Yeates, who herself has survived melanoma.

The foundation called on people to find out what their skin type is and to check their skin on a regular basis.

"Melanoma is becoming increasingly common in Ireland and it affects both men and women. However, the good news is you can help prevent it by looking after your skin. Look out for any changes in moles or freckles. If you notice a change in colour, size or shape, visit your GP as soon as you can because when melanoma is caught early, it can be treated," noted Helen Forristal, the foundation's director of nursing services.

As part of this campaign, a new video featuring seven people affected by melanoma can be viewed here. Barbara Brown appears in the video speaking about her sister, Sinead, who died from melanoma at the age of just 31.

"Many people think that skin cancer and melanoma are not serious diseases, but they can have devastating consequences. If my sister Sinead was here today, she would want you to know that almost all cases of melanoma can be prevented if you just look after your skin by staying out of the sun and wearing high factor SPF.

"If you know someone who is a sun worshipper, please share this message with them because it could save their life," Ms Brown said.

The foundation is urging people to follow these simple steps:
-Wear sunscreen with a high SPF (sun protection factor). A minimum SPF of 30 should be worn and this should be applied regularly
-Seek shade especially when the sun is at its hottest, between the hours of 11am and 3pm
-Cover up with long-sleeved clothing and a hat
-Wear sunglasses with lenses that offer UV protection
-Never use sunbeds as they can cause lasting damage
-Check you skin regularly, looking for changes in freckles or moles.