Children in Oxford will be exposed to the equivalent of eight days of unprotected sunlight during their summer term at school, according to a new skin safety campaign.

Cancer Research UK, together with Lloyds pharmacy, claims children are just as much at risk from the sun while at school as when they are enjoying the summer holiday heat.

The charity and chemist chain have joined together in the Cool Kids Cover Up campaign to highlight the dangers to parents and their children.

They said children under 12 were particularly vulnerable to suffering long-term skin damage from the sun. They can burn within just 10 minutes, and the damage could lead to skin cancer. Short bursts of sunlight, such as while travelling to and from school, and during breaks and sports lessons, can add up to the equivalent of more than a week's holiday.

Skin cancer is becoming more common in the UK and the new campaign hopes to educate children at an early age.

About one in every 147 men and one in every 117 women are at risk from the disease.

Dr Lesley Walker, of Cancer Research UK, which has its second-largest research base in Oxford, said: "Many people only associate sun exposure with sunburn and just use protection cream when planning a full day outside. "However, years of daily short sun exposure also add up and morning breaks, lunchtimes and sports lessons all represent a serious risk to children's long-term health."

As part of Cool Kids Cover Up, pupils are being urged to design a new poster highlighting the dangers, to be displayed in Lloyds' 1,300 UK stores.

There are a few simple rules to keep children safe from the sun:

Teach children to stay in the shade between 11am and 3pm when the sun is strongest.

Encourage them to cover up when they go outside, with long-sleeved tops, hats and sunglasses.

Sun protection cream should be applied every two hours during sports days, school trips and outdoor holidays. Use generous amounts of sun protection cream before children leave for school and pack a bottle with their lunch in the summer.

Use SPF 15+ sun cream for children when they are in the playground, sports lessons, and even walking to and from school.