A study at the Health Sciences Faculty and the Management Faculty at Ben Gurion University has found that stressing the ageing process to those seeking to get a tan is more effective than talking about the dangers of skin cancer. The diagnosis of skin cancer among the Jewish population in Israel is among the highest in the western world causing the Health Ministry and the Israel Cancer Association to invest more in warning of the dangers from too much sun exposure. A university team conducted 31 in depth interviews from a random sample of adults in an effort to understand their views concerning sun exposure. The team then based further research on 353 questionnaires. The conclusion revealed that women are especially concerned about the aesthetics of their skin and can be persuaded to minimize tanning in order to avoid wrinkles. The data also revealed that those interviewed did not bother to protect themselves from the sun during their daily routine but only when they went to the beach or pool where they automatically sought to protect themselves.
