CASE: Speaking out on skin cancer

Jessica Wyllie, The University of Newcastle, Australia

Regarded as the only Corm of common cancer that is characterised as having a single and avoidable trigger (UV radiation), skin cancer remains a leading cause of death among the world's population. While shin cancer is a common form of death among the world's population, Australia continues to maintain its position as the country with the highest skin cancer rate. This is largely the result of the Australian climate, the proximity of the country to the equator (high CV levels), pro-tanning attitudes and the low perceived susceptibility among the Australian population in being affected by skin cancer. This is further highlighted in the common statements made by cancer survivors who felt this will never  happen to and 'I never thought skin cancer could happen to me'.' However, skin cancer currently claims more than 1.50 lives. and is estimated to cost the Australian health system $300 million dollars annually.'

In comparison to the rest of the world, young Australians aged 13 to (2.9 years of age have the highest incidence of malignant melanoma.' It is the most common form of skin cancer affecting both sexes and accounts for one quarter of all cancers in young males and one third in young females." The high incidence of malignant melanoma in Australian youth further reflects the positive tanning attitudes held within this age segment. Studies have also indicated that positive attitudes towards tanning are as a result of young adults perceiving that having a tan provides them with physical attractiveness and also a 'healthy appearance.""

Ill or to 0,,,onie die incidence of skin cancers such as malignant melanoma, traditional social marketing campaigns have focused on sun protective education and knowledge. These campaigns are often  depicted through shock appeals and graphic imagery so as to promote desired sun protective behaviours.  The 0009-0010 National Skin Cancer Awareness Campaign is a prime example of a traditional social marketing campaign, with its depiction of the real-life surgery of the removal of a melanoma front a  00-year-old fL9nale. The aims of' the campaign were to educate young Australians aged 14 to 17 of while also increasing their awareness and the seriousness oh and their susceptibility to, skin cancer, encouraging the adoption of five hey sun-protective behaviours: seeking shade, wearing sun-protective

Question 1. Which of the five INTL'S of intervention related to marketing and public policy can government bodies use to decrease the incidence of skin cancer? Discuss.

Question 2: The Wes Bonny Testimonial campaign aimed to challenge beliefs that melanoma does not affect young Australians. Has the campaign achieved its outcomes and impacted consumer's positive sun-protective behaviors? Discuss.

Question 3: What consumer behavior factors do you believe would influence Young adults (18 to 25 years) to adopt sun-protective behaviors?

Question 4. Discuss specific creative and media strategies that skin cancer awareness campaigns should implement to challenge pro-tan attitudes and susceptibility to cancel among young adults.

Attachment:- Case.rar