One in five Americans will get skin cancer.

That statistic, released by the American Academy of Dermatology, is part of what spearheaded La Roche Posay's plan to educate people on the very real and potentially fatal risk of casual sun exposure in a Save Our Skin (SOS) public health awareness campaign set to coincide with National Melanoma Month in May.

The project aims to reach as many people as possible through store events, dermatologists, pharmacists, a web site, and the media. The goal is to encourage safe sun behavior and relay the importance of getting skin checks, especially to the 26 percent of Americans who used tanning beds last year.

"With more new cases of skin cancer diagnosed nowadays than breast, prostrate, lung, and colon cancer combined, we know that prevention and early detection are two of the most effective ways to minimize this risk," says Palm Springs dermatologist Dr. Wendy E. Roberts.

For every person who joins the SOS cause via their website, La Roche Posay will make a donation to consumer education groups like the Womens Dermatologic Society (WDS) and The Skin Cancer Foundation.

Yet even with the increase in sun-protection media coverage, skin cancer rates continue to skyrocket. Since 1994, nonmelanoma skin cancer cases have gone up 300 percent, and one person dies of melanoma -- the deadliest form of skin cancer -- almost every hour, according to the American Cancer Society.

La Roche Posay is best known for being the first to bring their Anthelios sun protection technology from Europe to the United States. The line contains broad spectrum UVA and UVB protection with a patented sunscreen shield called mexoryl sx that maintains its stability under the sun's rays better than other chemical blocks.

The brand also often combines high SPF levels with water-light liquid formulas, since many consumers don't wear sunscreen because they don't care for the taste, heavy feel, or smell. Check out Anthelios 60, which is water-resistant, fragrance-free, and dries down to a matte finish.

And if you've got friends with high-risk cancer habits like tanning and laying out, sit them down for a talk.

They might just listen to a friend.

In related skincare news, read about the nation's most sun-smart cities.