A collaborative campaign to raise awareness among Irish farmers of the importance of being SunSmart has been launched by Bord Bia, in partnership with the HSE’s National Cancer Control Programme (NCCP) and Healthy Ireland.
The initiative will run throughout the summer to encourage Bord Bia’s farmer members to protect their skin while working outdoors.
From 1st May to 31st August 2025, Bord Bia auditors will distribute SunSmart for Farmers leaflets to all beef, dairy, and sheep farmers during their Bord Bia audit. With approximately 780 farms visited weekly by Bord Bia auditors, the campaign will reach over 12,000 farmers during the peak UV exposure season.
ABCDE CHECKLIST
The SunSmart for Farmers leaflet outlines clear, actionable steps that farmers can take to protect themselves from sun damage, including checking their skin and moles regularly for changes. The leaflet features the ‘ABCDE’ checklist to help farmers know when a mole or patch of skin might be melanoma skin cancer:
A = Asymmetry – when one half of the mole is not the same as the other.
B = Border. The edges of the mole are irregular, blurry or jagged.
C = Colour. The mole is uneven in colour. It might have different shades of black, brown and pink in it.
D = Diameter. This refers to the size of the mole. Melanomas may grow more than 6mm, which is the width of a pencil.
E = Evolution. This means that the mole is changing. The mole may change in size, shape, or colour. It may also start to itch or bleed. Normal moles usually stay the same size, shape and colour.
Ann-Marie Lawlor, Senior Health Promotion and Improvement Officer with the HSE noted that those working outdoors are most at risk of skin cancer.
“Skin cancer is the most common form of cancer in Ireland, with those working outdoors particularly at risk. Farmers and other outdoor workers receive two to three times more UV radiation than those working indoors, making them more vulnerable to skin cancer. Through this joint initiative with Bord Bia, we’re placing life-saving advice directly in farmers’ hands. Small protective habits today can make a big difference for long-term health.”
This campaign forms part of the HSE and Healthy Ireland’s wider SunSmart awareness efforts, encouraging people across Ireland to enjoy the sun safely and reduce their risk of skin cancer.
