Melanoma is the most common form of cancer among young adults: in the past 40 years, it has increased by 800 percent in women and 400 percent in men (Skin Cancer Foundation).
But let's be honest; many young people are of the carpe diem generation—as evidenced by the YOLO campaign—and are primarily concerned with what makes them happy right now. Professor of Public Health, Dr. Hillhouse of Tennessee State University cited a comment from one of his students: "I know I'll probably get skin cancer from tanning, but that will be when I'm old, like in my forties." Hillhouse has realized that statistics—regardless of how shocking they may be—are not effective tools for dissuading young adults from dropping big bucks at tanning salons. They tend to shove them into that nebulous space of "old" age.
So what's his MO? He preys upon the very concept that drives people to tan in the first place: external appearance. Tanning has an impressive collections of ugly, superficial consequences—and Dr. Hillhouse uses them to good effect: he reminds students that fine lines, wrinkles, sagging, and brown spots are just a few of the long-term consolation prizes you can expect. That's right: tanning is the gift that keeps on giving.
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