Public education campaigns have been carried out in numerous countries in an effort to halt the rising numbers of skin cancers induced by sun exposure. Though the campaigns undoubtedly increase public awareness of skin cancer, in many countries, such awareness is not translated into alterations in behaviour in the sun. The public continues to rely on sunscreens as the main way of reducing sun exposure. Much education still remains to be translated into behaviour which will reduce skin cancer incidence. Education campaigns need to concentrate on positive aspects with perceived rewards which will then influence behaviour favourably as few people respond to negative messages with no immediate reward.