text-align: left;">The autumn air is settling in across B.C., but don’t let the cooler temperatures fool you — the sun is still shining strong. Skin cancer might not be top of mind during a sunny stroll through changing leaves or brisk fall hike, but it should be.

The number of Canadians being diagnosed with melanoma has more than tripled in the past 30 years¹. What’s more, 1 in 52 women and 1 in 40 men in B.C. are expected to develop melanoma in their lifetime, according to 2021 statistics from BC Cancer².

But there’s good news: since melanoma primarily develops on areas exposed to UV radiation (from the sun or artificial sources), you can help lower your chances of getting it with some simple habits³.

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“Melanoma is one of the few cancers with incidence and death rates on the rise. It can affect anyone regardless of age, sex, or race, with most cases linked to UV exposure,” says Falyn Katz, CEO, Melanoma Canada. “The good news is that simple habits like wearing sunscreen, covering up, and avoiding tanning beds and peak sun hours can make a big difference. These habits matter at every age — and the earlier we start, the better.”

However, even though these habits are pretty simple, it can be easy to forget them — I mean, we’ve all been guilty of skipping SPF now and then (I speak from experience, currently typing this with a sunburn).

So, to help you enjoy the sun and stay safe, Daily Hive spoke with Jake MacDonald, a young Penticton entrepreneur who was diagnosed with melanoma at age 24, about his journey in support of the Practice Skintimacy™ campaign and the essentials behind implementing those sunny-day habits.

Jake’s story

Merck Canada

Jake’s story began back in 2009, when he was around 13 or 14. His mom noticed five moles grouped together on his leg and suggested a visit to their family doctor. The moles were removed as a precaution, and at the time, everything seemed fine.

It wasn’t until nearly a decade later, in 2018, that the moles began to grow back — and this time, they looked a little different. Jake returned to the same doctor, who removed them again and sent the tissue for further testing. It came back as malignant melanoma.

“It kind of came as a surprise. Back then, I honestly didn’t really know what malignant melanoma was,” Jake tells Daily Hive. “So when I was diagnosed, I had to go ask a family member just to kind of get an idea of what I was dealing with, and talk to the doctor as well.”

Jake then had to undergo a third procedure to fully excise the area and reduce the risk of recurrence. “We were very fortunate that it was caught early, because that’s the thing with melanoma, right? It can be incredibly aggressive.”

Adapting for sun safety

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The whole experience for Jake was life-changing.

“Even though I didn’t have to undergo any therapy, it’s played a role in my everyday life for the last seven years.”

He has changed the way he approaches his daily routine when it comes to sun exposure, and advocates for simple yet effective ways that can help you stay protected.

“Look for clothes that have an ultraviolet protection factor (UPF) 50 rating — that’s going to block out 98 per cent of UV rays⁴.” he says. “Wear sunscreen⁵., not just in the summer, but in the winter too, and when it’s cloudy. There’s still going to be some sort of UV on the UV index.”

He’s also quick to remind people that sun safety doesn’t mean giving up the activities you love.

“Just be sun-safe. I mean, it’s as simple as that. It’s super easy these days… Make sure you’re wearing your sunscreens. There are tons of moisturizers out there that contain SPF as well. Seek shade, wear your sunglasses, wear hats, but don’t stop living your life⁶.”

Turning experience into action

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Following his recovery, Jake was naturally reluctant to spend long hours in the sun. But recently, he played golf for the first time in eight years, and after scoring an eagle straight off the bat, he was instantly hooked.

As he spent more time outdoors, he started looking for more stylish, sun-protective clothing — and this evolved into him creating his own full-fledged apparel line.

“As I developed it, I realized it was more than just a business. It was really about spreading awareness — especially for men in their twenties and thirties who aren’t really thinking about this stuff.”

This passion for spreading awareness is something he continues to do through his advocacy work with Merck Canada and its Practice Skintimacy™ campaign.

Practice Skintimacy™

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Practice Skintimacy™ by Merck Canada is all about helping Canadians increase their awareness of melanoma and inform people on the importance of early detection.

Even though it’s one of the fastest-growing cancers worldwide⁷, the survival rate for melanoma is high if detected early.

The campaign encourages people to do regular mole checks using the ABCDE method — which means assessing Asymmetry, Borders, Colour, Diameter, and Evolution.

And, of course, regular check-ups from healthcare professionals. You can also get a friend or a family member you feel comfortable with to help you check!

This advice is echoed by the founder of Save Your Skin Foundation, Kathy Barnard, who was diagnosed with stage 4 melanoma. “I never imagined I’d still be here 20 years later — let alone meeting incredible young survivors like Jake,” she says. “Stories like his give me hope. Early detection can help save lives⁸, and sun safety is a habit worth building. It’s not about fear, it’s about living fully and protecting the life you love.”

For more practical tips, resources, and tools to support early detection, visit Merck Canada’s Practice Skintimacy™ campaign website. In the meantime, lather up, grab your hat, and go enjoy the sunshine, safely!

^{PRACTICE SKINTIMACY™ is a trademark of Merck Canada Inc.}

^{1. https://practiceskintimacy.ca/number%20of%20Canadians%20being,be%20higher%20if%20you*:

2. http://www.bccancer.bc.ca/statistics-and-reports-site/Documents/Cancer_Type_Melanoma%20(Skin)_2018_20210305.pdf

3. https://practiceskintimacy.ca/prevention-and-detection/

4. https://www.canadianskincancerfoundation.com/prevention/sun-protection-clothing/

5. https://melanomacanada.ca/sun-safety/

6. https://www.saveyourskin.ca/prevent

7. https://melanomacanada.ca/understanding-skin-cancer/melanoma/

8. https://dermatology.ca/public-patients/diseases-conditions/skin-cancer/melanoma/}