The sun rises every day, without fail. By contrast, Hawai'i residents' resolve to protect their skin from its rays is anything but constant.

There is no cause for complacency. National Cancer Institute historical data compiled from 1980 through 2004 shows the melanoma incidence in Hawai'i rising more sharply than the U.S. overall upward trend. Where deaths from many other cancers are on the decline, the mortality rate for melanoma is also rising here.

Many studies rank Hawai'i among other states as having the highest documented incidence of skin cancer, largely owing to its geographic location nearer the equator. Even so, dermatologists believe it's underreported. Of the cancerous and precancerous skin disorders, only melanoma is required by law to be reported.

Ideally, the reporting requirements should be strengthened. Meanwhile, the 12-year-old Hawaii Skin Cancer Coalition has scoured private healthcare records to tally almost 8,000 cases of skin cancer treated here every year.

The coalition has worked toward a deeper understanding of the risks. The group, consisting of representatives of medical and government agencies, has surveyed the public and found a general awareness, but not enough follow-through in skin care.

That's made clear enough by the coalition's free skin screenings between 2000 and 2006: About 44 percent of those screened turned up with sun damage, including 5 percent with skin cancer.

There have been bright spots worth noting. In September, 'Iolani School received the nonprofit SHADE Foundation's national Sun Safe School of the Year award for its SunSafe for Kids program. Developed by dermatologist Dr. Carla Nip-Sakamoto, the program combined lessons with policies protecting kids.

Clearly, there's a need for better public outreach — particularly to children, who have a lifetime of preventive care ahead of them. Skin damage is cumulative, so early intervention is critical.

Parents hold a key responsibility here, but the state should help reinforce this. The Health Department has run skin-awareness campaigns with televised spots, but a more sustained program is needed.

Skin cancer is the most preventable form of that deadly disease. A state drenched in sun throughout the year needs to get that message out as loudly and clearly as possible.