From strategy to results 5 years of working with skin cancer - PowerPoint PPT Presentation

From strategy to results 5 years of working with skin cancer prevention in Denmark 2012

The challenge in 2006 Malignant Melanoma (MM) Age Standardised Incidence Rate (World) 25 20 rate per 100.000 MM - 15 Male age 0-85+ 10 MM - Female age 0-85+ 5 0 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 Reference: Special calculation based on The Danish Cancer Registry. National Board of Health; Tal og Analyse: Cancerregisteret 2010 (in Danish).

Knowledge that gave hope 85-90% of skin cancer can be prevented through: • Less sunburn • Reduced lifetime exposure to UV rays What was needed? • Attitude change • Behaviour change Reference: Lucas,R.M. et al: Estimating the global disease burden due to ultraviolet radiation exposure. Int.J.Epidemiol. 2008; 37(3): 654-667.

But how? Foundation of project • Integration of evaluation • The Danish Cancer Society - campaign messages was the campaign driver - activities • Knowledge gathering from - attitude and behaviour abroad changes among the Danes • Financing Strategy • Clear vision and mission • 10-year plan with defined goals, target groups, and messages • Strategic partners

Solid financing • TrygFonden: a long-term partnership with shared values and goals • Commercial partners

Strategy Strategic Structural Attitude and Reduced partnerships changes behaviour risk Evaluation and monitoring (Center of Excellence) Government Policy Culture agencies Legislation Norms Ministries Strategic Changed Interest Fewer incidences of partnership behaviour organisations skin cancer Local sun policy: - Fewer sunburns Municipalities - Institutions - Reduced UV - Workplaces exposure - Municipalities Communicators: Awareness of - Drugstores Documentation increased risk: - Journalists Knowledge Sun protection: - Individual - Health - Increased - Collective professionals accessibility - Life guards - Better quality - Web shop - Volunteers - Teachers - Ambassadors Behavioural change communication Partnerships - Campaigns - Commercial - Dialogue - Affiliates marketing - Press - Information - Education - Events

SUN SAFETY CAMPAIGN – OVERALL CHANGE THEORY FORANDRINGSTEORI OUTPUTS! OUTCOMES/IMPACT!–!RESULTS/EFFECTS! Ac>vi>es !!!!!!!!!!!Target!groups! ShortFterm !!!!!!!!!!!!!!!!! !!!!!!!MediumFterm !!!!!!!! !LongFterm ! ! ! ! !! SUMMER! Fewer*Danes*are* diagnosed*with* ! melanoma*or* ! regular*skin* ! cancer** ! The*general* ! TURN!OFF! public* ! THE!SUNBED! (Increased)*awareness*of*the* Fewer*people*expect*to* ! Reduced*life3me* 12H14Hyear*olds* • Social*media* campaign,*slogan*and*message* use*a*sunbed*(intended* ! exposure*to*UV* • Dialogue* use)** ! flows* rays*from*the* 15H25Hyear*olds* Awareness/knowledge*of*health*risk*of* • Media* Budget! sun*and*sunbeds* (own)*sunbed*use* campaigns* ! Structural*changes:* 40H50Hyear*old* • Press* Resources! Sunbed*ban*for*under*18s* women/mothers* AQtude:*Mothers*increasingly*against* • Educa3on* !! (legisla3on)* • Pocket*films* with*children* their*children*using*sunbeds* Partners! • Municipal* living*at*home* * ! Reduc3on*in*cost* AQtude:*Increased*support*for*a* Fewer*people*use*sunbeds* work* ! of*skin*cancer* • Poli3cal* sunbed*ban* Municipali3es/* treatment* lobbying* Structural*changes:*Municipali3es* poli3cians* Structural*changes:*No* • Info* remove*sunbeds*in*public*places* sunbeds*in*public* materials* Secondary*target* buildings* groups* Fewer*Danes*die* of*skin*cancer* SUNSHINE! HOLIDAYS! ! ! !

Sun safety vision & mission • Vision : No skin cancer in Denmark • Mission : To get Danes to treat the sun with common sense

Campaign communication – balanced messages REDUCE YOUR SUN BETWEEN 12 & 3PM • SIESTA Give the sun a break between 12 and 3 pm when the UV index is 3 or more • SUNHAT Avoid sunburn. Cover up with clothes and a hat when the sun is highest • SUNSCREEN Apply factor 15 liberally and remember that regardless of the amount you use, you should never sunbathe excessively • TURN OFF THE SUN BED Artificial UV rays significantly increase the risk of skin cancer. And the younger you are, the more exposed your skin is

The three programmes Sunbed Summer Sun holiday November- Year round May-August December

Strategic partners • Strategic partners • Good ambassadors • HRH Crown Princess Mary, patron of the sun safety campaign

Integration of evaluation • Evidence-based research and recommendations • The intelligent campaign evaluation of: - campaign messages - activities - knowledge, attitude and behaviour changes

Integrated communication

What have we achieved in 5 years?

Awareness & attitudes - Summer • 75% of the population(15-64 yrs) know our slogan • 1 in 2 Danes (15-64 yrs) know at least 3 of the 4 pieces of sun safety advice Awareness • 98% of parents aged 25-49 know the UV-index • 4 out of 10 parents aged 25-49 use the UV-index to plan sun protection • 95% of parents aged 25-49 believe it is important to protect their children in the sun to prevent redness and sunburn. Attitudes • 87% of those aged 15-24 think it is important to protect themselves in the sun in Denmark to prevent redness and sunburn. References: • Sun Survey 2011 - A survey of the sun habits of the Danish population in Denmark during the summer of 2011. The Danish Cancer Society and TrygFonden, June 2012. • Special calculation based on the evaluation of the Summerprogram of the SunSafety Campaign 2011 (In Danish)

Behaviour - summer How many times have you been sunburnt this summer? 100 77 1 in 6 parents aged 25-49 has 80 67 Percent changed behaviour thanks to 60 June 2010 32 the campaign (2011) 40 23 June 2011 20 1 0 0 0 0 Fewer are sunburnt (2011) More than 3-5 times 1-2 times I haven´t 5 times been sunburnt 100 89 86 85 90 77 74 80 71 More people follow sun safety 64 70 60 55 Percent 60 advice – often or sometimes 2008 50 35 33 40 31 2009 30 2010 20 10 0 Shade Sunhat Clothes that Sunscreen cover body, overarms and thighs References: • Sun Survey 2011 - A survey of the sun habits of the Danish population in Denmark during the summer of 2011. The Danish Cancer Society and TrygFonden, June 2012. • Special calculation based on the evaluation of the Summerprogram of the SunSafety Campaign 2011 (In Danish)

Knowledge & attitudes – Turn off the sunbed • 96% of young people (15-25 yrs) know that sunbeds Knowledge increase the risk of melanoma. They know that sunbeds are dangerous but have a low perception of their own risk • 24% of young sunbed users (15-25 yrs) do not realise the Risk perception health risk associated with their own use of sunbeds. • 21% of those aged 15-25 continue to use sunbeds • 52% of mothers aged 40-50 who have children using sun- beds are against their children’s use of sunbeds. Attitudes • Danes increasingly support a sunbed ban for young people under 18 years. Reference: • Sunbed habits of children and young people in Denmark 2010. The Danish Cancer Society and TrygFonden, November 2011. • Sunbed habits of the Danes 2010. The Danish Cancer Society and TrygFonden, November 2011.

Behaviour - Sunbeds * Sunbed use within the past year by age 50 47 45 44 45 38 40 33 35 32 31 28 30 Percent 2007 23 23 25 22 22 22 2008 20 18 17 16 2009 15 14 14 14 14 15 12 2010 11 10 4 4 5 2 2 2 1 0 8-9 10-12 13-14 15-19 20-29 30-39 40-49 50-59 Age (years) Reference: • Sunbed habits of children and young people in Denmark 2010. The Danish Cancer Society and TrygFonden, November 2011 (in Danish) • Sunbed habits of the Danes 2010. The Danish Cancer Society and TrygFonden, November 2011 (in Danish).

Behaviour - Sun holidays Use of sun safety advice among the Danish population (15-64 yrs) 94 92 91 100 90 Slightly more people 80 63 59 2009 Percent follow sun safety 60 2010 36 36 advice on sun holidays 40 20 0 Shade Sunhat Clothes Sunscreen that cover body, overarms and thighs 100 84 Fewer young people Proportion of 79 75 those aged 80 sunbathe on a sun 66 15-19 who go on 61 holiday to a 55 54 Percent 53 holiday 60 sunny destination 40 Proportion of those aged 15-19 who 20 sunbathe on this kind of holiday 0 2008 2009 2010 2011 References: • Sun Survey 2009 . The Danish Cancer Society and TrygFonden, Feb. 2010 (in Danish). • The sun habits of the Danish population on holidays in sunny destinations in 2010. The Danish Cancer Soecity and TrygFonden,, Feb. 2011 (in Danish) . • The sun habits of the Danish population on holidays in sunny destinations in 20101 The Danish Cancer Soecity and TrygFonden,, Feb. 2012 (in Danish) .