UICC World Cancer Congress 2006

Objective: We present data from four large-scale research studies conducted in the US and Australia that examine media and environmental change influences on the prevention of skin cancer. Sun protection behaviour may be modified by planned and ambient media messages, as well as environmental prompts.

Methods: Study 1 examines the extent to which SunSmart television advertising, measured by media monitoring records, is related to change in sun protection behaviours of Melbourne (Australia) residents on summer weekends from 1987 to 2002. Study 2 examines time trends in portrayal of tanning and clothing fashion in six highest circulating women's magazines over almost two decades of the SunSmart campaign in Australia. Study 3 reports from Project SCAPE on the results of two randomised controlled trials for adults and families/children in Hawaii and New York, examining effects of tailored, risk-communication and behaviourally oriented versus generic print materials. Study 4 reports on the effects of two strategies for diffusion of the multi-component Pool Cool sun safety program on implementation, maintenance, and sustainability, and sun protection habits and sunburns among participating children in the US and Okinawa.

Results: Study 1 found higher levels of SunSmart advertising were associated with better sun protection behaviours. Study 2 showed variation over time in depth of tan in female images in women's magazines. Study 3 found favourable effects on sun protection behaviours for adults and families/children using tailored intervention materials. Study 4 found high levels of implementation for both diffusion strategies in the first two years, but differences emerged thereafter.