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I Bristol Business School SOCIAL MARKETING-BASED STRATEGY FOR SUN PROTECTION INTERVENTIONS REPORT PREPARED FOR THE SOUTH WEST PUBLIC HEALTH OBSERVATORY Professor Lynne Eagle Gillian Kemp Professor Alan Tapp Bristol Business School UWE-Bristol April 2008
I CONTENTS Executive Summary Introduction Bristol Business School 1 PAGE NUMBER 2 Sun Protection Context and Policy Issues 5 - Confounding Factors: Vitamin D 7 Sunbeds 9 - Implications for Future Interventions 11 Behavioural Goals 14 Relevant Theoretical Foundations South West Sun Protection Target Segments, Insights and Probable Behavioural Triggers, Recommended Creative Platforms and Intervention Mixes -Teenagers / Young Adults 20 - Mothers of Young Children / Childcare Facilities 22 - Schools and Parents of School Children 24 - Sporting Participants and Spectators 28 - Outdoor Workers 30 Overall Communication Strategies 32 Detection Strategies Recommendations for the Measurement of the Effectiveness of Specific Interventions Recommendations for Future Research Summary of Segment-Specific Interventions References 44 4 16 19 34 35 36 37
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