NEW figures reveal that Somerset is nearly 50 per cent above the national average for malignant melanoma cases.

Figures show that Somerset is 44.40 per cent above the national average, the fifth highest in the South West. Torbay has landed the highest figures being 74.19 per cent higher than average.

In 2014, 284 died because of malignant melanoma in the South West, a 14 per cent increase than in 2009.

After these figures emerged, NHS England South has launched a new campaign urging people that work outside to cover up and protect themselves against the sun.

Farmers, builders, gardeners and sportsmen are all being targetting in the new 'Cover Up, Mate' campaign due to their exposure to the sun.

Councillor Anna Groskop, cabinet member for health and wellbeing at Somerset County Council, said: "We are supporting the ‘Cover Up, Mate’ campaign because we have high rates of skin cancer compared to the rest of the country.

"The best advice is to get into good sun protection habits now, using a combination of shade, clothing and sunscreen. You will protect your own health but also set a good example to children and young people around you for the future."

One of the key messages the campaign aims to bring light to is that even when sunburn heals, it could have left behind lasting damage.

NHS England South West Medical Director Dr. Caroline Gamlin, said: "Men in particular need to take much more care with skin cancer.

"They need to use at least a factor 15 sunscreen and apply it generously on all exposed skin – not forgetting their necks, ears and bald patches.

"Sunburn increases your risk of skin cancer which can develop slowly over time. So while sunburn might feel better in a few days, it may have done long term damage which could be fatal."

James Small, National Farmers Union South West regional board chairman, has warned outside workers about the dangers of ignoring something potentially dangerous.

He said: "Working in the rough, tough world of farming, we often want to brush things off and just get on with the job, but there are times when that kind of resilience can come back and bite you and this is one of those.

"We owe it to ourselves and our families to take the risk of skin cancer seriously and above all if we are bothered by something to not dismiss it, but get it checked out.”