Eagle, Lynne, Jones, Simon, Kemp, Gillian, Hawkins, Jacinta, Bulmer, Sandy, and Verne, Julia (2011) Sun protection: North and South – a comparison of attitudes and behaviours of young adults in the UK and NZ: implications for UK interventions. In: World Non-Profit and Social Marketing Conference. pp. 1-7. From: The 2nd World Non-Profit and Social Marketing Conference, 11-12 April 2011, Dublin, Ireland. (Unpublished)

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Abstract

Skin cancer rates have steadily risen in the UK, doubling approximately every twenty years. There has been no significant mass media expenditure within the UK on improving public awareness of the link between sun exposure and skin cancer risk. In countries such as New Zealand, where extensive mass media and population segment-specific interventions have run for several years, melanoma rates show a decline, suggesting that mass media interventions should be considered within the UK and other European countries to help reduce skin cancer rates. Before considering the possibility of using similar mass media-based communication strategies to those used in New Zealand, an understanding of the attitudes and beliefs that underpin existing sun protective behaviours in both countries would be beneficial. We focus on adolescents as a target as this segment has particularly poor sun protective behaviours and appears resistant to health-based interventions .We therefore compare the attitudes, beliefs and actual reported behaviours of young adults in the UK and New Zealand identifying less than optimal sun protective behaviours in both countries. The findings suggest that the UK or other countries - should not adopt similar communication strategies to New Zealand without addressing underlying normative factors underpinning behaviours.

Item ID:	20337
Item Type:	Conference Item (Presentation)
Keywords:	sun protection, North, South, attitudes, behaviours, young adults, UK, NZ, interventions
Date Deposited:	01 Mar 2013 01:31
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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