“Hats On” Challenge Unites Dermatology Community to Spotlight Actinic Keratosis Ahead of Global Awareness Day

Image Credit: © Henk Vrieselaar - stock.adobe.com

Dermatology leaders Almirall and Biofrontera have announced the launch of the “Hats On” Challenge, a global awareness initiative designed to shine a spotlight on actinic keratosis (AK).¹ The campaign, which runs throughout May, builds momentum toward Global AK Awareness Day on May 24, emphasizing prevention, early detection, and community participation.

The campaign encourages the public to wear a hat, share their photo or video online, and use campaign hashtags including #HatsOnForAK and #GlobalAKDay to raise visibility around the common but often overlooked skin condition.

While AK itself is not cancerous, it serves as an early warning sign of potential squamous cell carcinoma.² Studies estimate that 58 million Americans have 1 or more AK lesions, and the global prevalence may be as high as 14% in adults, especially those with lighter skin types who spend significant time outdoors.³

Despite its frequency, AK often goes underreported or untreated, making early intervention crucial.¹ Both The Skin Cancer Foundation and Euromelanoma, partners in the campaign, stress the need for regular dermatological check-ups, sun safety education, and public engagement in awareness initiatives like this one.

As part of their shared commitment to public education and skin health, Almirall and Biofrontera have come together for this campaign.

Deborah S. Sarnoff, MD, president of The Skin Cancer Foundation, expressed gratitude for the initiative.

"Actinic keratosis is a common precancerous skin condition that results from chronic sun exposure and can potentially lead to skin cancer if left untreated,” Sarnoff said in a news release.¹ “We are grateful to Almirall and Biofrontera for their support of our efforts to educate the public about the prevention, warning signs, and treatment options of this condition.”

“Prevention and timely diagnosis are essential in managing AK. This initiative demonstrates the value of collaboration in promoting skin health and reinforcing the importance of early medical intervention,” Volker Koscielny, MD, MBA, chief medical officer at Almirall, added.

The “Hats On” Challenge uses social media as a tool to generate buzz and foster personal storytelling. Participants are invited to:

• Wear a hat
• Share a selfie or short video
• Tag #HatsOnForAK, #GlobalAKDay, #GuardYourSkinsMemories, and #ActinicKeratosis
• Spread awareness about sun protection and the importance of skin checks

The campaign is open to everyone and will run through the month of May. Participants will help raise awareness of AK and its risks, promote sun-safe behaviors, and support the Skin Cancer Foundation’s outreach efforts.

For each participant, Almirall and Biofrontera will make a donation to The Skin Cancer Foundation, supporting public education and outreach campaigns focused on AK and other skin cancers.

The foundation will also feature AK-focused educational content across its social platforms, engaging both medical professionals and the broader community in conversations around prevention and treatment.

For more information or to join the challenge, visit the campaign’s fundraising page at https://give.skincancer.org/HatsOnForAK.

References

1. Almirall and Biofrontera launch the ‘Hats On’ challenge to raise awareness and support for actinic keratosis. News release. Almirall. May 1, 2025. Accessed May 1, 2025. https://give.skincancer.org/HatsOnForAK
2. Actinic keratosis. The Skin Cancer Foundation. Accessed May 1, 2025. https://www.skincancer.org/skin-cancer-information/actinic-keratosis/
3. George CD, Lee T, Hollestein LM, Asgari MM, Nijsten T. Global epidemiology of actinic keratosis in the general population: a systematic review and meta-analysis. Br J Dermatol. 2024;190(4):465–476.