The risque activity will feature provocative and graphic messages warning teenagers to cover up. It will include TV ads on MTV and VH1, cinema and online.
Created by Livity, it is the centrepiece of a wider awareness-building drive to get teenagers to cover up in the sun and will be supported by the strapline 'Be safe, be sexy, use sun protection'.
Simon Davies, chief executive of the charity, said it wanted to spread the message that teenagers are particularly at risk from melanomas and that many are unaware they have them until several years later.
'Teenagers think themselves invincible and don't realise the damage caused by hours in the sun,' he said. 'The campaign is in their language to get them to wake up to the dangers.'
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