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Social marketing strategy for sun protection in the South West


The South West Public Health Observatory (SWPHO) (now part of Public Health Engalnd) commissioned the University of the West of England (UWE) Bristol’s Business School to produce a social marketing strategy for sun protection interventions in the South West. This resulted in a report published in April 2008, Social Marketing-Based Strategy For Sun Protection Interventions, which reviewed the available literature and made judgements about its relevance to the South West.

In 2009, to coincide with the launch of the Skin Cancer Hub, UWE was also commissioned to produce a social marketing strategy for Cornwall. This involved an update of the literature review carried out for the earlier report, along with a review of relevant material to message framing, ‘fear appeals’ and health literacy. It made specific recommendations for action in Cornwall and to different target populations, which will also be of interest to others outside the area.

Case study: Poster promoting sun protection to outdoor workers

As part of the 2009 report, UWE looked at the challenge of communicating with outdoor workers about sun protection. Drawing on the results of this and the earlier (2008) report, they devised a creative brief and recommendations for production of a poster aimed at changing outdoor workers' behaviour. This work has been published as a supplement to the 2009 report. The sample poster designs can be viewed here.