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You may have seen their blush pink aesthetic, graphic whistle illustrations or even their iconic quotes being shared around social media, but the #calltimeonmelanoma movement is more than just another instagram page with a trending hashtag.

Lisa Patulny, the brains and creative behind the brand, is no newcomer to the scene, as you may remember her from her Senior Brand Management days across women’s beauty, wellness and lifestyle websites;, Who, What, Wear, My Domain and Pop Sugar Australia.

Late 2018, Lisa’s friend and former colleague, Natalie Nornasier, was diagnosed for the second time with melanoma at the age of 24. In launching the platform, Lisa had wanted to create a simple space for Natalie to share her story of power, bravery and resilience, however the traction of the brand soon saw the initiative become a trending page and hashtag being widely used across influencer posts and stories.

“Initially I just wanted to create a platform for Natalie to share her story because it’s so powerful, and she’s an incredible brave and amazing person.” – Lisa

The #calltimeonmalanoma movement is a not-for-profit, melanoma awareness initiative for (sun) smart women, providing education and blowing the whistle on melanoma mythology.

Being in the professional beauty industry and touching more clients skin than any other profession, I am sure you have all heard of the client who says she ‘doesn’t wear sunscreen because she’s sitting at a desk all day, yet drives 45 minutes to and from work in pure daylight.

The client who thinks applying makeup containing an SPF15+ is enough to protect her throughout the day, or the client who has come in for a facial with a skin coloured bandage on her nose after getting a lesion removed from the face.

#calltimeonmelanoma has raised awareness in sharing alarming statistics such as;

– Australia has one of the highest rates of melanoma in the world

– Melanoma is the third most common cancer diagnosed in Australian women and it kills more young people in our country than any other single cancer

– 2 in 3 Australians will be diagnosed with skin cancer by the age of 70

In recent conversation with Tamara Shaw, Founding Director of Beaute Industrie on the Beaute Industrie podcast, Lisa mentions that 95% of melanoma are caused by too much sun exposure, meaning 95% of melanomas are preventable by way of covering up, wearing sunglasses or applying sunscreen.

It is our job as professional therapists to educate our clients and impress the importance of wearing sunscreen as part of their daily skincare routine, because the time has come to #CallTimeOnMelanoma

To find out more about the initiative view their instagram here.

Read more about Natalie’s story here.

Donate to the fundraiser Melanoma March 2019 here.

Listen to the podcast with Lisa and Tamara here.