by Jo Earle

jearle@thekmgroup.co.uk

Sun-worshippers have been warned of the dangers of skin cancer after more than 400 people died of the disease in Kent in just seven years.

The staggering figures were revealed by NHS Eastern and Coastal Kent today as a new poster campaign is launched.

It aims to warn people - in particular young women - about the dangers of sun damage.

According to figures 72 people in Medway, 130 people in West Kent and 284 people in East Kent died of malignant melanoma between 2000 and 2007 - a total of 486.

The figures were collected from the three main trusts in the county - NHS Eastern and Coastal Kent Trust, West Kent NHS Primary Care Trust and Medway NHS Foundation Trust.

The Don't Be a Debbie poster is aimed at those who take chances with their skincare while trying to get that perfect summer tan and features a prematurely aged woman.

Macmillan Cancer Support clinical nurse specialist Karen Mackinnon, who is based at Kent and Canterbury Hospital, said: "Damage from the sun can cost you more than just your looks.

"Sun tanning and sunburn can cause skin cancer in later years.

"We are trying to highlight the ageing effects of the sun, as this may persuade young people to take more care."

Malignant melanoma is the most dangerous type of skin cancer, with itself is the most common form of cancer among white people.

The number of people who develop melanoma continues to rise and more than 8,900 people in the UK are diagnosed each year.

Andrew Scott-Clark, the primary care trust's deputy director of public health, said: "Rates of malignant melanoma across England are increasing.

"Although eastern and coastal Kent rates are lower than the national average we have also seen a recent rapid increase.

"In particular, the number of deaths from malignant melanoma is higher than the national average in Shepway with notable rises also being seen in Swale and Thanet.

"We would ask people to remember, if you are worried, report any unusual moles or skin changes to your doctor.

"Finding skin cancer early saves lives."

The trust advises people to:

* Spend time in the shade from 11am until 3pm.

* Cover up with a t-shirt, hat and sunglasses.

* Use at least factor 30 sunscreen.

* Take extra care with children.

* Avoid sunbeds

* Report unusual moles or skin change to your doctor.

Further tips are available in this month's edition of the trust's Your Health magazine, available at hospitals and doctors' surgeries.

For more information visit www.yourhealth.nhs.uk.