SunSmart campaign strategy

SunSmart is an integrated public health campaign built around the following key elements:

Research
SunSmart is based on research. National tracking surveys monitor its impact and effectiveness. Qualitative and pre-test research drive its strategic direction and outputs.

Public communication
A high profile, intensive press and PR programme forms a major element of the campaign. This is supported by targeted distribution of public information resources.

Professional support
Support for and from professionals working at local level is key to the success of any national public health programme. Local professionals are encouraged to incorporate sun protection initiatives into their work to further extend the reach of the campaign.

Policy development

SunSmart is underpinned by the development of supportive public policy. Current projects include the development of national policies for sunbed usage and guidelines for sun protection in schools.

Campaign aims

• To increase knowledge of the causes of skin cancer and actions that can be taken to help prevent it
• To have a positive influence on attitudes towards sun protection
• To have a positive influence on sun protection behaviour
• To support sustained behaviour change by encouraging the development of sun protective environments, such as the provision of adequate shade in public places.

Campaign focus for 2008

In 2008 our campaign focused on teenagers and young adults. The SunSmart campaign raised awareness of the dangers of sunbed use and gave sun proection advice to young people aged 12-24 years.

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