Pro surfer Sally Fitzgibbons, Olympic swimmer Cameron McEvoy and rising actor Callan McAuliffe​ are the new faces of Cancer Institute NSW's Pretty Shady sun safe campaign, which launches on November 15 to kick off National Skin Cancer Week.

The campaign aims to motivate Aussies aged 13 to 24 to be more proactive about sun protection. Statistics show that despite increased awareness of the dangers, many in this age group are still surprisingly lax. New figures from the Cancer Institute reveal that despite three-quarters of those surveyed knowing they need to protect themselves from the sun, almost 40 per cent say they simply forget to. Only half of the young people questioned said they worry about developing skin cancer.

Pretty Shady attacks the problem in a fun, non-preachy way with cool sunnies, cover-ups and sunblock on sale at prettyshady.com, invitations to share your Shady style on Instagram and this celeb threesome adding extra cred.

Sydney boy McAuliffe, who stars alongside Ben Kingsley and Gillian Anderson in hit sci-fi flick Robot Overlords, says sun safety is part of his style signature.

"I always have an umbrella so I can keep in the shade in between takes. For me, being Pretty Shady means being responsible without sacrificing your style.

"The majority of problems caused by skin cancer are completely preventable, and it takes very few steps to get on top of it."