IF YOU'RE TANNED, YOU'RE TOAST; TANNED OR SUNBURNED -- IT'S DAMAGED SKIN

Malibu Barbie, Baywatch lifeguards, the cast of Beverly Hills 90210, even Matlock. They're all guilty.

Americans are constantly bombarded with tanned, sun-kissed faces and limbs reinforcing the idea that exposing your skin to the sun is attractive and healthy.

The reality is this: Skin cancer is the most common kind of cancer in the United States. Scientists believe it may be related to increased voluntary exposure to the sun's ultraviolet rays.

According to the National Centers for Disease Control and Prevention, this year, more than 1 million new skin cancer cases are expected to be diagnosed and the most serious form of the disease, melanoma, will claim an estimated 7,700 lives.

Serious sunburns, especially during childhood and adolescence, can also increase the chances of developing malignant melanoma one of the most serious forms of skin cancer and the one that causes most cancer-related deaths.

Although most Americans are aware of the dangers of ultraviolet exposure, it is estimated that only one-third take steps to protect their skin from the sun.

Unprotected skin can be harmed by ultraviolet rays in as little as 15 minutes, yet it can take up to 12 hours for skin to show the full effects of sun exposure. So skin that looks "a little pink" now may actually progress into sunburn hours later.

As summer approaches, the CDC is embarking on a public service campaign reminding people of the dangers of skin cancer.

The "Choose Your Cover" campaign targets 18 - 25 year-olds, an age group that spends many hours out in the sun, and 9-18 year-olds at a critical time when adolescents set patterns of behavior that they carry with them into adulthood.

The focus of the campaign is geared to reinforce the idea that young people can protect their skin while still having fun outdoors.

Launched in 1998, CDC's public education campaign, "Choose Your Cover" is aimed at teaching teens and young adults to play it safe when outdoors and protect their skin from the sun's harmful UV rays.

"Young people need to know that the risk of getting skin cancer can be greatly reduced if they start protecting their skin from the sun now," said Jeffrey P. Koplan, director of the CDC.

Posters, radio announcements and TV spots remind the public that protecting their skin from the sun's damaging ultraviolet rays can help reduce the risk of getting skin cancer.

There are three types of skin cancer: Melanoma, basal and squamous cell carcinomas. Since 1973, the number of melanoma cases, the deadliest form of skin cancer, has doubled. Basal and squamous-cell carcinomas are more common and easily curable, but if left untreated, can also cause severe damage and disfigurement.

The increase in skin cancer appears to be related to increases in voluntary sun exposure, making skin cancer largely preventable when sun protective practices and behaviors are consistently used.

CHOOSE YOUR COVER

The Centers for Disease Control and Prevention recommend five easy options for protection:

* Seek shade, especially during midday when ultraviolet rays are strongest and do most damage;

* Cover up with clothing to protect exposed skin;

* Get a hat with a wide brim to shade the face, head, ears and neck;

* Grab sunglasses that wrap around and block as close to 100 percent ultraviolet rays as possible;

* Rub on sunscreen with SPF 15 or highter and both UVA and UVB protection.