Evaluation of National Skin Cancer Awareness Campaign - 2008-09

Reactions to TVC

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Respondents who had seen the TVC were then asked to rate it on four diagnostic criteria: whether it was believable, whether it was attention-grabbing, whether it made them think about their own risk of developing skin cancer, and whether it was felt to be informative. A summary of the results of statistical comparisons across surveys is presented in Table 4.1.9. Further detail on the questions asked and results obtained is provided in subsequent sections.

The proportions of 14-17 year olds and 18-24 year olds agreeing that the TVC was believable are shown in Figure 4.4.6. Levels of agreement that the TVC was believable remained high and disagreement remained low among 14-17 year olds, with no differences found between February 2009 and any previous February survey. Among 18-24 year olds, more agreed (57%), but less agreed strongly (35%), in February 2009 compared to February 2008 (agree: 49%; strongly agree: 44%). In addition, in February 2009, fewer 18-24 year olds disagreed (1%), and more said neither agree nor disagree (7%), compared to February 2008 (disagree: 2%; neither agree nor disagree: 4%).

The proportions of 14-17 year olds and 18-24 year olds agreeing that the TVC was attention-grabbing are shown in Figure 4.4.7. Again, there was no difference in agreement with the TVC being attention-grabbing among 14-17 year olds. However, more 18-24 year olds agreed (50%), and less agreed strongly (34%), in February 2009 compared to February 2008 (agree: 45%; agree strongly: 41%).

Participants were asked to what extent they agreed that the advertisement made them think about their own risk of developing skin cancer. The results are shown in Figure 4.4.8. Again, high levels of agreement with this statement remained stable among 14-17 year olds. However, among 18-24 year olds more agreed (52%) and less agreed strongly (27%) that the TVC made them think about their own risk of developing skin cancer in February 2009 compared to February 2008 (agree: 48%; agree strongly: 33%).

Figure 4.4.9 shows agreement with the TVC being informative. Among 14-17 year olds more agreed (53%), but less agreed strongly (34%), that the TVC was informative in February 2009 compared to February 2008 (agree: 46%; agree strongly: 41%). Similarly, among 18-24 year olds, more agreed (61%), but less agreed strongly (28%), in February 2009 than in February 2008 (agree: 53%; agree strongly: 37%) or February 2007 (agree: 56%; agree strongly: 33%). In addition, in February 2009, fewer 18-24 year olds disagreed (1%) and more said neither agree nor disagree (10%), than in February 2008 (disagree: 2%; neither agree nor disagree: 7%).

The consistent pattern of results in which 18-24 year olds were less likely to agree strongly that the TVC was believable, attention-grabbing and informative, and made them think about their own level of risk suggests that the campaign may be beginning to show signs of wear-out in this age group, or it may be indicative of the lower TARPS for the latest season. However, reactions to the TVC among 14-17 year olds remain strong.

Table 4.1.9 Summary of reactions to TVCs

	14-17 year olds	18-24 year olds
TVC was believable	No change	More agreed, but fewer agreed strongly, than in Feb 08
TVC was attention grabbing	No change	More agreed, but fewer agreed strongly, than in Feb 08
TVC made me think about own risk	No change	More agreed, but fewer agreed strongly, than in Feb 08
TVC was informative	More agreed, but fewer agreed strongly, than in Feb 08	More agreed, but fewer agreed strongly, than in Feb 08

Figure 4.4.6 Whether TVC was believable

Text version of figure 4.4.6

Wave 2: 14-17 yrs, n=941; 18-24 yrs, n=893
Wave 3: 14-17 yrs, n=724; 18-24 yrs, n=616
Wave 4: 14-17 yrs, n=952; 18-24 yrs, n=907
Wave 5: 14-17 yrs, n=950; 18-24 yrs, n=872

Figure 4.4.7 Whether TVC was attention-grabbing

Text version of figure 4.4.7

Wave 2: 14-17 yrs, n=941; 18-24 yrs, n=893
Wave 3: 14-17 yrs, n=724; 18-24 yrs, n=616
Wave 4: 14-17 yrs, n=952; 18-24 yrs, n=907
Wave 5: 14-17 yrs, n=950; 18-24 yrs, n=872

Figure 4.4.8 Whether TVC made viewer think about their own risk of developing skin cancer

Text version of figure 4.4.8

Wave 2: 14-17 yrs, n=941; 18-24 yrs, n=893
Wave 3: 14-17 yrs, n=724; 18-24 yrs, n=616
Wave 4: 14-17 yrs, n=952; 18-24 yrs, n=907
Wave 5: 14-17 yrs, n=950; 18-24 yrs, n=872

Figure 4.4.9 Whether TVC was informative

Text version of figure 4.4.9

Wave 2: 14-17 yrs, n=941; 18-24 yrs, n=893
Wave 3: 14-17 yrs, n=724; 18-24 yrs, n=616
Wave 4: 14-17 yrs, n=952; 18-24 yrs, n=907
Wave 5: 14-17 yrs, n=950; 18-24 yrs, n=872

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