In contrast to the high-risk approach, the ultimate aim of public health medicine and public health dermatology is to prevent the development of disease in the first place whenever possible, not only by forestalling it in those identified as being at high risk (e.g., because of a strong family history), but by shifting the entire distribution of a certain exposure in a healthier direction for the whole population (population strategy). Such a low-risk approach can be implemented through large-scale public health education campaigns aimed at fundamentally changing the entire population's behavior and lifestyle. For example, based on the data of the Framingham study one can extrapolate that a reduction of everybody's blood pressure by 10 mm Hg would result in an overall reduction in mortality from heart disease of around 30%.8 In dermatology, a good example of a such a population strategy is attempts to change the general population's sun exposure behavior to reduce exposure to ultraviolet light and ultimately skin cancer incidence and mortality through public health education campaigns that are national (e.g., Australia) or international (e.g., the World Health Organization's INTERSUN program, http://www.who.int/uv/intersunprogramme/en/) in scope (Fig. 4-1). This makes sense particularly in a country like Australia, because a strong association between ultraviolet radiation and melanocytic and nonmelanocytic skin cancer is well established, and such risk is distributed widely through the predominantly fair-skinned population. Skin cancer is an important cause of death in economically active younger people, and treatments for all forms of skin cancer pose an important burden on many countries’ health care resources. Simple measures, such as avoiding sun exposure during peak hours of radiation and wearing suitable clothing, can provide adequate protection. The state of Victoria, Australia, has the most comprehensive population-based primary prevention campaign against skin cancer in the world (SunSmart campaign, http://www.sunsmart.com.au/), and it has been reported that this program's public investment was worthwhile. Not only has it resulted in a significant reduction in skin cancer incidence and mortality, but the returns from savings on skin cancer treatments have also exceeded the overall costs of the SunSmart campaign.9