Adolescents, sun protection and social marketing

Skin cancer is a very real and prominent health problem for Australians. For adolescents in particular, despite adequate knowledge levels, they are continuing to have negative sun safe behaviours as attitudinal and social factors overpower health promotion efforts. Through a comprehensive literature review, competitors to health promotion are addressed and the need for a more comprehensive strategy for behaviour change is outlined. Social marketing is introduced as a potential and effective strategy in behaviour change interventions. It is believed to be far more appropriate for hard to change behaviours such as adolescent sun protection, as it uses to go beyond mere education and addresses the underlying issues. Disciplines Arts and Humanities | Life Sciences | Medicine and Health Sciences | Social and Behavioral Sciences Publication Details Lynch, M. & Jones, S. C. (2006). Adolescents, sun protection and social marketing. Proceedings of the 3rd Australasian Non-profit and Social Marketing Conference Newcastle, 10-11 August 2006, Australia: University of Newcastle. This conference paper is available at Research Online: http://ro.uow.edu.au/hbspapers/508 Adolescents, sun protection and social marketing Melissa Lynch A/Prof Sandra Jones