UICC World Cancer Congress 2006

Australia has the highest rates of skin cancer in the world and sun exposure in the first 18 years of life is a major risk factor for skin cancer in adulthood. Even though most West Australian (WA) teenagers know that protecting themselves from the sun can prevent skin cancer, 1 in 3 teenagers get burnt on a summer weekend compared with the Australian average of 1 in 4. WA teenagers are also twice as likely to get burnt than WA adults. Therefore, The Cancer Council WA has utilised external state based funding from the Health Promotion Foundation of WA (Healthway) to develop a campaign to address specific behavioural issues relevant to skin cancer prevention in adolescents Objective: Participants will be able to list 4 key factors in the conduct of a social marketing program aimed at reducing sun exposure and skin cancer risk in adolescents

Methods: The campaign is a state wide mass media program with a range of initiatives promoting skin cancer prevention including school based interventions. The evaluation of the campaign monitors self-reported sunburn, sun protection behaviours and campaign recognition, message take out and behavioural intentions and is conducted through random digit dial in seven waves over summer. Data are collected on Monday night for the preceding weekend.

Results: Data for the campaign is currently being collected. Outcomes by way of campaign recognition, behavioural intentions, sun protection behaviours and sunburn incidence will be reported and an analysis given of its contribution to skin cancer prevention in WA.