A new study has revealed the Cancer Institute of New South Wales sun safe campaigns — focused on real-life stories — have saved dozens of lives.

The organisation found the advertisements have helped prevent more than 100 deaths and 13,000 cases of skin cancer in a seven-year period to 2013.

The study into the public education campaign published in PLOS ONE also showed for every dollar invested, the return was almost four-fold, saving the community $60.17 million in treatment and productivity costs.

Chief cancer officer Professor David Currow said the advertisements , showing personal stories and confronting imagery, were believed to have created a cultural shift in attitudes towards sun safety.

The campaigns, Tattoo, Dark Side of Tanning and Wes Bonny, highlighted the risks of UV exposure through hard hitting ads and personal stories, while offering information on how people can protect themselves.

'Slip, slop, slap' still the best message for preventing cancer

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Professor Currow said 99 per cent of skin cancer cases were avoidable with action such as wearing a hat, sunscreen and seeking shade during the hottest times of the day.

He said skin cancer was the "national cancer" and the most expensive.

"We have seen a huge cultural shift in Australians' attitudes towards sun exposure, but it will take a sustained effort to end skin cancer as we know it," Professor Currow said.

"The general shift away from just lying in the sun in the middle of the day has shifted tremendously over the last 20 years, which is really very exciting.

"We now have the evidence that as well as looking after the health and wellbeing of people in NSW, it is a wise financial decision to invest in skin cancer public education mass media campaigns."

The institute's ultimate goal has been to reduce the incidences and mortality of cancer in New South Wales and to reduce the direct cost of cancer on the health system.

The organisation's campaigns have also been licensed to appear in more than 10 countries around the world including the United States, Canada, India, Russia and China.