Evaluation of National Skin Cancer Awareness Campaign - 2008-09
1.8 Conclusions and recommendations
Table of contents
Summary of outcomes
Behaviour
Knowledge
Attitudes
Campaign awareness and reactions
Recommendations
A summary of the outcomes of the evaluation against the campaign objectives for the primary target audience is presented in Table 1.1.1.
Table 1.1.1 Summary of evaluation outcomes against campaign objectives
Campaign communication objective | 14-17 year olds | 18-24 year olds |
| To increase perceived susceptibility to, and perceived severity of, skin cancer | Continuing increase in disagreement that "skin cancers mainly occur in people with fair skin" (Feb 09: 45%) | No change in disagreement that "skin cancers mainly occur in people with fair skin" (Feb 09: 49%) |
| Increase in disagreement that "skin cancers only affect older people who have spent years in the sun" in Feb 08 maintained (Feb 09: 74%) | Increase in disagreement that "skin cancers only affect older people who have spent years in the sun" compared to Feb 07 only (Feb 09: 85%) | |
| Increase in agreement that "skin cancers can kill" in Feb 08 maintained (Feb 09: 88%) | No change in agreement that "skin cancers can kill" (Feb 09: 91%) | |
| Increase in disagreement that "treating skin cancer is a simple procedure" in Feb 08 maintained (Feb 09: 74%) | Increase in disagreement that "treating skin cancer is a simple procedure" in Feb 08 maintained (Feb 09: 79%) | |
| To reduce misperceptions about sun exposure | Increase in disagreement that "when used properly, sunscreen is an adequate protection on its own" in Feb 08 maintained (Feb 09: 31%) | No change in agreement that "when used properly, sunscreen is an adequate protection on its own" (Feb 09: 41%) |
| No change in agreement that "even using all the recommended sun protection, I would still get plenty of Vitamin D" (Feb 09: 52%) | No change in agreement that "even using all the recommended sun protection, I would still get plenty of Vitamin D" (Feb 09: 52%) | |
| To increase awareness of multiple sun protection behaviours | Awareness of more methods in Feb 09 than pre-campaign and Feb 07 (Feb 09: 3.8 out of 5) | Awareness of more methods in Feb 09 than pre-campaign and Feb 07, but slightly fewer than Feb 08 (Feb: 3.7 out of 5) |
| To increase and reinforce positive attitudes and socially normative beliefs towards adoption/ modelling of multiple sun protection behaviours | Increase in disagreement that "having my skin checked regularly is sufficient to prevent skin cancers" in Nov 07 maintained (Feb 09: 24%) | No change in disagreement that "having my skin checked regularly is sufficient to prevent skin cancers" (Feb 09: 41%) |
| To reduce positive attitudes toward deliberate tanning | Increase in disagreement that "it's safe to tan gradually as long as you don't get burnt" in Feb 08 maintained (Feb 09: 48%) | Increase in disagreement that "it's safe to tan gradually as long as you don't get burnt" in Feb 08 maintained (Feb 09: 56%) |
| To increase perceived risk of cumulative exposure | No change in agreement that "small amounts of sun exposure without protection is healthy and won't lead to skin damage" (Feb 09: 36%) | No change in agreement that "small amounts of sun exposure without protection is healthy and won't lead to skin damage" (Feb 09: 32%) |
| To increase and reinforce the adoption of multiple sun protection behaviours | Significant increase in the average number of sun protection methods usually or always adopted (2.5), compared to pre-campaign (2.1) and February 2007 (2.3) results. | Seasonal increase only in the average number of sun protection methods usually or always adopted, with February 2009 (2.7) higher only than November 2006 (2.4) and November 2007 (2.4). |
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Behaviour
There have been several significant increases in the use of sun protection methods among 14-17 year olds and 18-24 year olds. Deliberate tanning has decreased, with rates dropping by 12% among 14-17 year olds and 6% among 18-24 year olds between February 2007 and February 2009. However, the incidence of burning has increased.Knowledge
The results suggest that the campaign has had a stronger positive effect on knowledge, with increases in knowledge of various sun protection methods, as well as perceptions of their effectiveness.Attitudes
Consistent with knowledge improvements, there were found to be improvements in the target audience’s attitudes towards tanning across the campaign. However, most of these increases maintain, rather than build on, improvements found in previous February surveys. The only new significant improvement observed this wave is that more 14-17 year olds disagreed that skin cancers mainly occur in people with fair skin.Campaign awareness and reactions
The campaign TVC has continued to achieve high reach and high frequency. Reactions to the TVC continued to be favourable, though the intensity of the favourable opinion had fallen among 18-24 year olds, either a sign of some campaign wear-out or of the reduced TARPs in the last season.Top of page
Recommendations
Overall, the research results indicate that the campaign has been effective, particularly among 14-17 year olds. Despite these improvements in awareness, behaviours and attitudes, there is still significant scope for further change. Consistent use of sun protection was not high, with the proportion of 14-17 year olds and 18-24 year olds indicating that they used a specific form of sun protection either always or usually being generally well below half. Although the campaign appears to have generated significant improvements in awareness, attitudes and has contributed to some behavioural progress, there is still significant scope for more change. Given this, further investment in sun protection messages is warranted.One issue that may need further attention is the dangers of sunburn. The proportions reporting sunburn during the last fortnight continues to be extremely high (63% for 14-17 year olds and 74% for 18-24 year olds).
While there has been some progress on tanning, even so, many still see tanning as safe, with over half (52%) of 14-17 year olds and 44% of 18-24 year olds, failing to reject the idea that it is safe to tan gradually. There continues to be 30% of 14-17 year olds and 40% of 18-24 year olds who report actively seeking a tan. Hence, subsequent campaigns may need to focus more specifically on widely-held misconceptions about the safety of tanning.
One final message which may need further attention is the risk associated with cumulative exposure. There has been no lasting change in the association of small amounts of unprotected exposure with the potential for skin damage after the second phase of the campaign. Also, despite some improvements in the adoption of various sun protection methods in specific situations, the extent to which people adopt comprehensive sun protection across a broad range of situations is still limited. These gains could be expected to be built upon if the risks associated with cumulative exposure received more emphasis in any future campaigns.