Preventing skin cancer through mass media: process evaluation of a collaboration of health promotion agencies

Abstract

Nine health authorities and one Trust across two health regions in Northern England formed a consortium to develop a mass media campaign to reduce incidence of skin cancer. Children and their carers were the main target of the campaign, which featured the development of a local television advertisement. This paper is devoted to the process evaluation of the development of the consortium and the campaign, that is the degree to which the working methods were successful, as judged by all of the professionals involved, and by an external evaluation team. Overall success was the majority verdict, with many participants reporting great satisfaction with the collaborative working process. Some problems of communication and decision-making are noted, and recommendations are offered for future collaborative ventures.

Using mass media within health‐promoting practice: a nursing perspective

“…Delaney & Adams (1997) contest that the use of health promotion within mass media strategies has had a long‐standing and contentious history. Lupton (1995) elaborates on this notion by suggesting that health promotion has mostly enjoyed a ‘love/hate’ relationship with the mass media.…”

“…Compounding this limitation is the belief that mass media might actually have little effect on changing behaviours or modifying attitudes in individuals (Tones 1993). In contrast, others contest that mass media do possess a great potential to bring about change (Delaney & Adams 1997) — even if such viewpoints denote uncertainty about the degree and level of change that may occur. Further diversity of opinion occurs when the behaviour of the ‘consumer’ is analysed in terms of audience manipulation.…”

“…Giarelli (1999) describes a similar collaborative process that identifies the role of school nurses in targeting cigarette consumption in adolescent girls. It is seen that creating networks and alliances between different mass media agencies represents best practice (Delaney & Adams 1997). Robinson & Hill (1998) state that health‐promoting nurses do not limit themselves to working alone, but as part of a wider network of other professionals.…”

“…Catford (1995) identi®es the differing roles that mass media may utilize within the context of any mass media programme (Table 1). Delaney & Adams (1997) contest that the use of health promotion within mass media strategies has had a longstanding and contentious history. Lupton (1995) elaborates on this notion by suggesting that health promotion has mostly enjoyed a`love/hate' relationship with the mass media.…”