Exposure to the 'Dark Side of Tanning' skin cancer prevention mass media campaign and its association with tanning attitudes in New South Wales, Australia

Abstract

Melanoma is the most common cancer among 15- to 29-year-olds in Australia, with rates increasing with age. The 'Dark Side of Tanning' (DSOT) mass media campaign was developed in 2007 to influence attitudes related to tanning. This study aimed to assess recall and impact of the DSOT campaign. Data were collected using online surveys of 13- to 44-year-olds living in New South Wales in the summer months of 2007-2010 (n = 7490). Regression models were used to determine predictors of recall of DSOT and to investigate associations between exposure to the campaign and tanning attitudes. The campaign achieved consistently high recall (unprompted recall 42-53% during campaign periods; prompted recall 76-84%). Those who recalled DSOT advertisements had a higher likelihood of reporting negative tanning attitudes compared with those who reported no recall, after adjusting for other factors (odds ratio [OR] 1.13, 95% confidence interval [CI] 1.01-1.27 for unprompted recall; OR 1.19, 95% CI 1.03-1.36 for prompted recall). Being interviewed in later campaign years was also a significant predictor of negative tanning attitudes (e.g. fourth year of campaign versus first year: OR 1.24, 95% CI 1.01-1.53). These results suggest that mass media campaigns have potential to influence tanning-related attitudes and could play an important role in skin cancer prevention.

Perceived Relevance of Educative Information on Public (Skin) Health: Results of a Representative, Population-Based Telephone Survey

“…Thus, the perceived social value of a sun tan might over-ride individual’s skin health actions if these contradict peer activities and positive attitudes towards intentional tanning, time spent in the sun, and vacations to sunny resorts [ 16 ]. In Australia, health campaigns effectively motivated behavioral changes among sunbathers and even reduced skin cancer rates [ 17 , 18 , 37 ]. Thus, these mass media campaigns raised awareness for skin health promotion and advantageously influence tanning-related attitudes.…”

“…So, population-specific documentation facilitates the development and assessment of national Public Health campaigns. Traditionally, abundant scientific evidence is available from skin health research conducted in Australia and Northern European countries like Sweden and Denmark [ 15 , 16 , 17 , 18 ].…”

Sunbed Use Prevalence and Associated Skin Health Habits: Results of a Representative, Population-Based Survey among Austrian Residents

“…Limiting UVR exposure and increasing sun protection could reduce skin cancer incidence rates and associated healthcare costs [ 16 , 17 ]. Awareness campaigns as an important tool for skin cancer prevention influence tanning attitudes and educate the public about appropriate photo-protection [ 18 , 19 ]. The effect of these campaigns in diminishing recreational sunbed use, potentially due to vast media and public policy attention, seems encouraging [ 20 , 21 ].…”

Attractiveness as a motive for tanning: Results of representative nationwide survey in Germany

“…Interventions that solely focus on the potential risks of UVR (eg, skin cancer, photoaging) may fall short. Measures that focus on reducing the positive perception of having a tanned appearance, for example, dissonance‐based interventions or mass media campaigns similar to the ‘Dark Side of Tanning’ campaign from Australia, may be more effective. Such measures should rather be implemented in long‐term (public health) campaigns involving a range of different media (eg, television, social media, and bus advertising) to reach different population groups, especially those with lower levels of education and an immigrant background.…”