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> Evaluation of National Skin Cancer Awareness Campaign - 2008-09
Evaluation of National Skin Cancer Awareness Campaign - 2008-09
Evaluation of the summer 2008-09 campaign.
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Table of contents
1. Executive summary
1.1 Background and objectives
1.2 Research design
1.3 Methodological limitations
1.4 Impact of campaign on behaviours
1.5 Impact of campaign on knowledge
1.6 Impact of campaign on attitudes
1.7 Campaign awareness and reactions
1.8 Conclusions and recommendations
2. Research context
3. Research design
3.1 Methodology
3.2 Sample characteristics
4. Research findings
4.1 Behaviours and intentions
Tan seeking
Sunburn
Sun protection behaviours
Type of hat worn
Sun protection behaviours in specific contexts
Skin checks
4.2 Knowledge
Sun protection methods
Perceived effectiveness of sun protection methods
4.3 Attitudes
Skin cancers mainly occur in people with fair skin
When used properly, sunscreen is an adequate protection on its own
Treating skin cancer is a simple procedure
Small amounts of sun exposure without protection are healthy and won't lead to skin damage
Having my skin checked regularly is sufficient to prevent skin cancers
Skin cancers can kill
Skin cancers only affect older people who have spent years in the sun
It is safe to tan gradually, as long as you don't get burnt
Even using all the recommended sun protection, I would still get plenty of vitamin D
4.4 Advertising awareness and reactions
Unprompted TVC recall
Prompted TVC reach and frequency
Perceived messages
Reactions to TVC
Perceived impact of TVC on behaviour
Prompted recall of advertisements
Prompted recall of print/outdoor advertisements
5. Conclusions and recommendations
Appendix A - Campaign communication objectives
Appendix B - Campaign materials
Appendix C - Questionnaire
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Evaluation of National Skin Cancer Awareness Campaign - 2008-09
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Last updated on April, 2009
