Men are being urged to protect themselves against the sun in a new campaign being supported by the Newbury and District Clinical Commissioning Group.
Cover Up, Mate is targeting agricultural and construction workers, gardeners and sports players who often don’t use sun cream, even though they spend a lot of time working outside.
It comes as Public Health England figures show between 2005 and 2014 there was a rise of 44.4 per cent in malignant melanoma in men in West Berkshire.
Dr Bal Bahia, spokesman for the CCG, said: “With agricultural and construction workers often outside for long periods of time, they can be at a much higher risk of exposure to UV rays than most.
“Going into shade, wearing clothing and sunglasses, and using at least factor 15 sunscreen will help reduce the risks they face.”
James Small, south west regional board chairman of the National Farmers Union, said: “Working in the rough, tough world of farming, we often want to brush things off and just get on with the job. But there are times when that kind of resilience can come back and bite you, and this is one of those.
“We owe it to ourselves and our families to take the risk of skin cancer seriously.”