I can get smug about sunscreen, thinking of myself as an SPF champion because I wear SPF 30 or higher on my face daily. The brutal reality is that even I of the “wear sunscreen for the love of baby Jesus!” mother and the “burns after .8 seconds in the sun” skin occasionally get lazy and take my skin’s health for granted.

Exhibit A: this ridiculous sunburn I got back in January when E. and I were at Hobbiton in New Zealand. We weren’t at the beach and I wasn’t in a bikini. I was just going about my day in a tank top, hanging out in hobbit holes, as you do. I’m diligent about sunscreen on my face, as much because I’m not a fan of skin cancer as because I’m terrified of wrinkles. When it comes to the rest of my body, though, I sometimes miss the mark. And there’s just no excuse for that.

OUCH.

For Skin Cancer Awareness Month, L’Oreal Paris has partnered with the Melanoma Research Alliance (MRA) to launch It’s THAT Worth It™ – a global public health call-to-action urging women of all skin tones to prevent melanoma by using sunscreen and to help save lives by supporting melanoma research for a cure. The campaign features spokespeople Eva Longoria, Aimee Mullins, Lea Michele and Diane Keaton (who is a skin cancer survivor, which I didn’t know).

Visit ItsThatWorthIt.org and join the It’s THAT Worth It™ Thunderclap to lend support. As a thank you, L’Oréal Paris will make a donation to MRA of $1 for each supporter who signs up for the social media Thunderclap and $1 for each L’Oréal Paris Advanced Suncare product sold in the U.S. On May 20th, everyone’s social media messages will be simultaneously shared around the world. I’ve visited and Tweeted my support.

And here, some tidbits from the L’Oreal Paris’s It’s THAT Worth It safe sun survey:

• Women’s dislike of using sunscreen has significantly increased from last year with more women citing texture (15% vs. 7% in 2013) and smell (16% vs. 10% in 2013) of sunscreen products as something they don’t enjoy.
• This year, significantly more Hispanic women (12% vs. 5%) admit they don’t like the way most sunscreens make their skin look.
• 52 percent of American women grade themselves a C or lower on their suncare habits
• While people of all skin tones are at risk of melanoma, many African American women (36% vs. 39% in 2013) and Hispanic women (23% vs. 31% in 2013) continue to grade themselves a D or F.