Listen to your mother; practice sun safety like your dad!

In the battle of the sexes, of those polled, women are more likely than men to feel protecting their skin from the sun's rays is very important (80 per cent versus 65 per cent respectively). However, women are not practicing sun safety to the same extent as men.

Fifty-one per cent of men report they wear a wide brimmed hat usually or every time they go outdoors, compared to 45 per cent of women.

"Although women are aware of the conditions caused by sun exposure, particularly wrinkles and premature aging, and are aware of the importance of protecting one's skin, they are not as diligent about sun protection for themselves," says Dr. Linzon. "Regardless of their excuse, whether it be convenience, time or fashion, women need to make sun safety part of a daily health regimen."

Tilley Hats and the finest of travel and adventure clothing can be purchased at family-owned Tilley Endurables stores or at a local Tilley retailer near you, by phone-order (1-800-ENDURES), through the Tilley Endurables catalogue, and on-line at www.tilley.com.

The poll, conducted by Pollara and sponsored by Tilley Endurables, is based on interviews conducted with a random sample of 1,205 Canadians 18 years of age and older and 150 general practitioners, between April 1 and April 10, 2002. The results of the sample from the general public are accurate to within +/- 2.9 per cent, while results from the sample of general practitioners are accurate to within +/- 8.1 per cent, nineteen times out of twenty.

Source: Tilley Endurables

About The Author

News Canada provides a wide selection of current, ready-to-use copyright free news stories and ideas for Television, Print, Radio, and the Web.

News Canada is a niche service in public relations, offering access to print, radio, television, and now the Internet media, with ready-to-use, editorial "fill" items. Monitoring and analysis are two more of our primary services. The service supplies access to the national media for marketers in the private, the public, and the not-for-profit sectors. Your corporate and product news, consumer tips and information are packaged in a variety of ready-to-use formats and are made available to every Canadian media organization including weekly and daily newspapers, cable and commercial television stations, radio stations, as well as the Web sites Canadians visit most often. Visit News Canada and learn more about the NC services.