Experts are saying we're on the cusp of a melanoma epidemic with the number of New Zealanders diagnosed set to increase by 50 per cent over the next two decades.
For those in Mum and Dad's generation, years of skin neglect and a lack of awareness about melanoma is catching up with them.
They grew up in an era when lying out in the sun doused in baby oil was commonplace and sadly the consequences are only now beginning to emerge.
While it's too late to reverse the damage, it's not too late to get checked.
Early detection can save lives in four out of five cases, if detected in the early stages melanoma is curable.
I've grown up on the water and funnily enough it's now where I make my living as well.
I spend most of my days in or on the water sailing, spearfishing, diving and surfing.
It's where I'm happiest and that's not something I'm going to change because I'm afraid of getting melanoma.
It is, however, something I have to be conscious of and there's plenty I do to reduce the risks.
I decided to become a Melanoma New Zealand ambassador this year because I don't want to see my mates, my family and other Kiwis suffer the consequences of melanoma.
As guys we're particularly bad at neglecting our health, it's just not something we tend to prioritise like we should.
Death rates from melanoma are higher among men and look to be increasing. It's not until you see someone go through it that you realise the threat of melanoma is very real.
That time you started peeling on your back from a long day spent at the beach, or when that sunburn stung in the shower - they're all reminders that we can't keep thinking we're invincible.
Whether it's when we're out fishing and having a few beers or on the building site all day, it's not hard to chuck on some sunscreen, a long sleeved top and a hat.
We've got to make an effort to look out for our mates too.
As kids growing up in Kerikeri, we were always running around outside.
I started sailing when I was about 10 or 11 and despite mum's efforts to get us wearing sunblock, rash shirts and hats, we weren't really aware of how dangerous the sun could be.
It seemed like a hassle, but I'm grateful now.
Instilling good habits in young kids is the first step and will go a long way to stopping this looming epidemic.
It's pretty simple really and none of us need to be preached to, but with summer coming up it should be at the forefront of our minds.
New Zealand has some of the harshest sun in the world and I'm always reminded of that when I come back home from sailing overseas.
We just can't afford to spend hours outside without protection. Cover up, wear a hat and sunnies and put on sunscreen.
Lastly, go and get a skin check. It's less than 30 minutes out of your day that could save you a lifetime.
- Go to melanoma.org.nz for a list of skin check providers in your area or TXT 2448 to donate $3 and become a Melanoma Lifesaver.
