Does Social Marketing Have a Role in Skin Cancer Education and Prevention?

Abstract

Skin cancer is the most common cancer in Ireland and worldwide. Skin cancer rates have been steadily rising in recent times. In Ireland, one in every eight men and one in every ten women will develop skin cancer by the age of 74 years. Two thirds of Irish people have a higher risk of developing skin cancer because of their fair skin type. This paper focuses on the use of social marketing to educate people on the dangers of skin cancer with the eventual aim of making recommendations to aid in its prevention. In-depth interviews were conducted with ten leading personnel from skin cancer and social marketing fields. All interviewees reached similar conclusions suggesting that one clear understandable message on the Vitamin D controversy is vital, as well as the importance of not only parental role models for children but role models in general to alter faulty sun protective behaviours. All interviewees agreed on the dangers of mixed messaging within skin cancer and other health promotion campaigns where there is a serious danger of campaign literature being completely disregarded due to inconsistent messaging. This necessitates the creation of cross functional campaigns where government agencies work in conjunction with each other to promote consistent health messages to the public. Segmentation was also identified as a key contributor to successfully reaching each audience effectively; messages must be tailored for each specific audience. The study further argues the importance of working with the Irish government to enact legislation banning sunbeds.