A tan was not always in vogue. As a matter of fact, early in the 20th Century, pale skin was associated with the upper class. Aristocrats’ skin stayed dewy white from adequate sun protection whereas laborers' skin grew dark from sun exposure. This was a social and economic, not fashion statement.

Most people did outdoor work, such as shipping and farming. They had very little free time without modern appliances. Furthermore, meals and clothing were made from scratch, and people walked or traveled by horse and buggy.

Women wore long dresses and shaded themselves with parasols. They used cosmetics to lighten their skin. Men wore long pants and long sleeved-shirts.

But with the industrial revolution came machinery that required fewer workers to operate. Therefore, from then on, the majority of workers did office and factory work indoors. Before long, light skin became more common. However, these workers did take vacations because home appliances allowed them more leisure time. Consequently, they spent more of their free time outdoors.

As time went on, the tanned look became associated with wealth as people vacationed in warm climates.

In the 1920s, the upper class could travel to the tropics. Soon, the middle class could afford to vacation at sunny spots, such as beach resorts. Clothing became skimpier. Before long, people would take winter vacations and return with a tan to show off.

Today, we're bombarded with messages from advertisers, who want us to equate the tan with beauty. A photo of gorgeous sunbathers with bronzed skin is a common scene in magazines and on TV. What's more, travel agents tell us, "We're going to have lovely weather in the islands this winter" and then show us photos of tanned bodies on beaches. But doctors believe that this form of intermittent sun expose causes the most dangerous form of skin cancer, malignant melanoma.

Although people know that sun exposure damages skin, they continue to spend many unprotected hours in the sun. Even the desire to have a healthy lifestyle leads many to engage in outdoor activities, such as swimming, jogging, and bicycling.

So what is the solution?

Sun protection education.

For instance, in Australia, where the incidence of melanoma is the highest in the world, the message has been heard about sun damage. Austrlia's campaign has reached the young, and the incidence of melanoma has begun to decline.

Victoria has the highest proportion of SunSmart primary schools of all Australian states. 84% of Victorian primary schools are SunSmart schools. "Prevention is the key to ensure our children don't become a skin cancer statistic in the future. Children are more likely to learn good sun protection habits when they see adults doing the same thing." says Kylie Strong, The Cancer Council Victoria's SunSmart Program Manager.