At least eighty percent of skin cancer cases could be avoided through the adoption of simple precautions such as using high factor sunscreen (Cancer Research UK, 2001), yet the incidence of the disease continues to rise rapidly (De Vries, Bray, Coebergh & Parkin, 2003). Skin cancer is now the most common cancer (Cancer Research UK, 2005) and it is striking that there are now more deaths from skin cancer in the UK than in Australia (Cancer Research UK, 2004). A reversal of the increase in skin cancer rates has been identified as a major target in a number of policy documents (Health of the nation Green paper, 1998; NHS Cancer plan, 2000; Health protection in the 21 St century, 2005). Most recently, the NHS Cancer reform strategy (2007) makes a commitment to increasing funding for skin cancer awareness programmes. However, education alone is unlikely to solve the problem. Awareness about the risk of skin cancer and sun-protection practices is generally high whilst behaviour remains inconsistent (e. g. Eadie & MacAskill, 2007)