Readers of the Swindon Advertiser are being urged to cover up and keep their kit on as part of the paper’s latest campaign.

The Advertiser is highlighting the importance keeping out of the sun and using protective cream, after figures showed the rate of skin cancer for men in Swindon is twice the national average.

And in effort to get readers to think twice before topping up their tan, it has been publishing advice on how to stay sun safe as well as featuring stories from local people who have suffered from skin cancer.

Keep Your Kit On is a joint initiative launched with Macmillan Cancer Support and Swindon’s Primary Care Trust.

Swindon Town football players have shown their support by donning Macmillan Cancer Support T-shirts for a team photo.

And pharmacies across Swindon are also backing the Advertiser’s campaign.