To coincide with the Sun Awareness Week, self-tanning brand St Tropez staged the kind of stunt that would make the dead sit up and take notice. 30 specimens of spray-tanned perfection strutted their stuff through St Pancras station to the blushing amusement of passengers due to jump on the 15:30 Eurostar to sunny France. The models writhed and pouted in an effort to help Britons get smart this summer and not do themselves permanent damage as they take to the sun both at home and abroad.

Sun Awareness Week has arrived fortuitously, as this week the sun emerged from the clouds and so too have pasty-skinned Europeans everywhere. Leading the charge, as ever, will be the British who annually spend the summer months burning their skins ruthlessly in an effort to turn themselves a ‘healthy’ brown.

According to Skin Cancer Research UK, skin cancer is one of the most common cancers in Britain, with incidence increasing steadily. Most skin cancers are caused by ultraviolet (UV) light and more than 75,000 new cases are diagnosed in the UK every year. Of course, skin cancer doesn’t have to be fatal, but there are more deaths from it in the UK than in Australia, which has the highest occurrence of skin cancer in the world and over 380,000 cases treated every year.

There is a direct causal link between tanning and cancer, and early detection is vital. This year’s Sun Awareness Week campaign, which is aimed at both the public and health professionals, focuses on early detection, and promoting a better understanding of how to seek treatment if people are concerned about their skin.

In an effort to aid self diagnosis The British Association of Dermatologists has come up with an acronym, the ‘ABCD-Easy rules’, which they hope will help people remember the changes to watch for in moles that could indicate the development of melanoma.

Asymmetry – the two halves of the area differ in shape

Border – the edges of are irregular or blurred, or show notches

Colour – the pigment of the mole or mark is uneven. Different shades of black, brown and pink can all be problem signs

Diameter – most melanomas are at least 6mm in diameter. Report any change in size, shape or diameter to your doctor

Expert – if in doubt, check. If your GP is concerned about your skin, make sure you see a Consultant Dermatologist.

While it is true that some people are more at risk than others, anyone can get skin cancer. People who are particularly at risk often have fair skin, red or fair hair, a lot of moles or freckles or a history of skin cancer in their family. But even people with dark skin can get skin cancer from overexposure to the sun.

If there is a lesson to learn from the St Tropez models it is that sometimes fake can be as good as the genuine article. The right combination of fake tan, fake breasts, fake hair, fake nails and fake smiles is some people’s idea of perfection. But even if it is not yours, why not start with the fake tan. It could save your life.

For more information: www.cancerresearchuk.org

Times recommends

• Live chat: Thrifty ways to update your winter wardrobe
• Is anybody out there really listening?
• Nutrition Q&A: Will eating late make me fat?