I grew up in a relatively small town in Massachusetts with a population of just over 20,000 people. When I read that fact, I see something else. I see a sentence that reads, "half of an entire town died last year due to melanoma." That's a frightening thought. 

The participants in this video were given coupons for a free tan, but were unaware that the whole thing was a setup. It's a bit conniving, but there's no doubting that it's an effective way to make a point.