APG Training Network - UK Department of Health Brief

Dept of Health Skin Cancer Prevention Brief 2012

Why skin cancer?

1/3

£277,000,000

2000 deaths all cancers

NHS cost

The Team

Helen Rufus Leonard

Emma Engine Group

Charlotte Google

Shadi-Sade BBH

Chris JWT

Hannah DDB

Jonno Jack Wills

The brief Campaign Vision

To see a reduction in the year-on-year increase in melanoma incidence and mortality rates in the UK by 2015.

Campaign Objectives

1) Maintain awareness of the link between UV exposure and skin cancer

2) Increase knowledge and understanding of effective methods to

prevent skin cancer

3) Increase the number of people who take action to protect themselves in the sun

4) Decrease the number of people reporting getting sunburn

Target audience 16-24 year olds – focus on C2DE groups

Messages

1) Enjoy the sun safely ` 2) Sunburn fades but the damage remains

3) Protect yourself from sunburn – cover up, relax in the shade and don’t forget to wear sunscreen, even in the UK

4) Avoid sunbeds – they increase the risk of skin cancer

Stop people from getting melanomas

How do people really get Melanomas?

Sunburn Sunbeds High risk Tanning

Focus on sunburn A person’s risk of melanoma doubles if they have had five or more sunburns x2 Just one blistering sunburn in adolescence doubles the risk of melanoma x2 Brits got burnt last year 46% Cases were in the UK 60%

Source: The Skin Cancer Foundation, United States www.skincancer.org Superdrug & Cancer Research UK Sunburn Story (2010)

Why do people get burnt?

32% Active Tanners

66% Passive Burners

Believe they look healthier with a tan

Think that building up a base tan/burn will help them get a better colour

Believe a tan will make them more attractive to their friends & the opposite sex

Forget to protect themselves

Find protection methods inconvenient

Don’t expect to get burnt – last year 41% didn’t realise the sun was strong enough to burn

Use the incorrect SPF for their skin type

Source: Superdrug & Cancer Research UK Sunburn Story (2010)

90% of burning

incidents could be prevented through sun protection

Source: Superdrug & Cancer Research UK Sunburn Story (2010)

How do their minds work? It’s all about me

Anyone You

Source: Social Marketing-based strategy for sun protection interventions, Bristol Business School (2008)

Reject Authority

Authority Peers

Self & Social Image

Un-related Visible

Social Norms

Tanning attractive Safe tanning

Inertia

Effort Ease

Here & Now

Distant others Tangible

“I just want to have fun and

look good in front of my mates”

Sunburning just ain’t cool!

Cover up?

Stay inside?

Use sun cream?

Behaviour Change: Stop getting burnt

Behaviour Change: Start using sun cream

1) They want to look cool in front of their friends 2) They want to be attractive to the opposite sex

Cream Me Up

Tone of voice

prompt action

using their peer group

being where they are

How do we reach them? Fun

Image

Friends

Mobiles

Entertainment

Communications Plan Sunny Morning Warnings Media formats activated only on sunny days

Source: Social Marketing-based strategy for sun protection interventions, Bristol Business School (2008)

Sun Cream at Hand Making sun cream physically accessible

Apps

Social Media

Radio

Experiential

Seasonal Availability

Sunny Days

Temperature activated safe tanning message & opportunity to interact

Driven to sharing platform

Message run according to previous days forecast

Engaging activity involving sun-cream & sharing of burn embarrassments to drive PR, Viral & Social Media activity

Making sun-cream easily & obviously available where they are, e.g. Vending machines, pub toilets

Taking sun-cream to where they hang out e.g. Ice-cream vans, beaches

Questions?