TikTok Australia has partnered with Melanoma Institute Australia for a new campaign to stop glamourising tanning

As Australians prepare for warmer temperatures, TikTok Australia is seeking to put an end to the viral #SunburnChallenge.

The challenge has led to users uploading videos of their sunburned bodies onto the platform.

However, the video-sharing app will begin removing these videos under the ‘Tanning. That’s Cooked’ campaign.

The initiative is targeted at 20–39 year old Australians who are partaking in the trend.

It will use humour to throw shade at tanning, and turn Australia’s tanning culture on its head.

Lee Hunter is the general manager at TikTok, who said humour is the key to shaping this demographic rather than serious corporate or health messages.

Skin cancer is the most deadly form of the disease for Australians. It is typically caused by an over-exposure to the sun and ultra-violet radiation.

While it is preventable in most cases, the disease is the most common cancer among 20–39 year olds.

“Everyone who searches for a hashtag related to summer sun, tanning and many other summertime phrases, will see the ‘Tanning. That’s Cooked.’ banner and will be provided with information that outlines the dangers of tanning, with links to Melanoma Institute Australia,” Mr Hunter said.

The plea was made by Melanoma Institute Australia (MIA), who have pushed for social media stars and influencers to stop glamourising tanning.

Matthew Browne is the chief executive at MIA, who said the TikTok partnership will help to strengthen the message for younger Australians.

“There is no safe way of sun tanning, including the concept of getting a protective ‘base tan’ at the start of summer.”

“That’s like saying smoking a few cigarettes a day will protect you from developing lung cancer,” he explained.

TikTok has recently stepped up its social responsibility commitments. In October, the platform said it intends to “drive a deeper understanding and awareness of the importance of mental wellbeing”.

According to a recent poll, of over 1,000 participants, 23 per cent of Australians believe mental wellbeing is more important than physical wellbeing.

TikTok has developed wellbeing guides, which share practical advice for people to be more considerate about what they share online.