Formative Research to Inform an Australian Innovative Mass-Reach National Skin Cancer Prevention Campaign

Abstract

Issue Addressed

With high skin cancer rates, Australia faces challenges in encouraging young people to think differently about their sun protection behaviours, particularly in an evolving media environment not fit for traditional TV led public health campaigns. Informed by theory and formative research, this paper describes new approaches in the development of an innovative mass reach influencer-led campaign to address this.

Methods

The formative research comprised a literature review of published and grey literature, qualitative exploratory fieldwork and quantitative online survey, and qualitative concept testing, focusing on the target audience as well as fashion, media and beauty influencers.

Results

The research led to a new behaviour change model that underpinned a novel campaign strategy. It also influenced choices to: target identified segments of young people whose attitudes and behaviours are most risky; predominantly use third party voices (influencers, media and fashion brands) to deliver campaign messages with an explicit focus on challenging pro tanning social norms and the non-health consequences of sun exposure.

Conclusions

This campaign reflects new modes of mass-reach public health campaigns using extensive formative research. Such formative evaluation approaches need to be disseminated to inform future campaigns for the post linear TV generations. The evaluation of this campaign will further elucidate its usefulness as an approach.

So What?

Formative research that includes evidence reviews and multiple rounds of qualitative and quantitative research is needed for modern campaigns. Mass media engagement through third party strategies is an innovative approach to public health campaigns aimed at young people and has potential for other public health issues.