Social marketing based strategy for sun protection interventions

[Extract] We were requested by Dr Julia Verne to provide a literature-based, judgement-based (i.e. no new primary research) draft social marketing strategy for sun protection activity in the South West region. The request is driven by rising melanoma rates in the South West region and recognition of the need to increase sun protection knowledge and, ultimately, behaviours among specific segments of the population.\ud \ud The promotion of sensible sun protection behaviours is constrained by:\ud \ud - The perception that skin cancer risk in the UK is low. The population is not sensitized to skin cancer as a major health risk in the same way as are Australasian populations\ud \ud - The lack of central government support for and endorsement or funding of interventions\ud \ud - Strong normative beliefs, particularly among young people about the social value of suntans and prevailing social norms regarding the attractiveness of suntans and acceptable behaviours modelled among peers\ud \ud - A lack of integration of messages and behaviours among stakeholder groups (e.g.schools, where there is evidence that policies are inconsistent and, in some schools, children may actually be discouraged from bringing sunscreen to schools\ud \ud \ud Additionally, recent media coverage hyping the benefits of Vitamin D as both a preventative and curative element (including cancers) will also impact on the way future interventions are received \u