Sun Safety on the Slopes: A Health Communication Campaign Peter A. - PowerPoint PPT Presentation

Sun Safety on the Slopes: A Health Communication Campaign Peter A. Andersen, SDSU University of Connecticut April 29, 2010

Sun Safety for High Altitude Ski Area Employees and Guests

Collaborating Institutions  Klein Buendel Institute  San Diego State University  California State University, Chico  University of Colorado, Denver  University of Kentucky  University of Alabama Birmingham

Project Investigators  David Buller, PhD, KB  Peter Andersen, PhD, SDSU  Mike Scott, PhD, CSU-Chico (Emeritus)  Barbara Walkosz, PhD, CU-Denver  Gary Cutter, PhD, UNR  Mark Dignan, PhD, UK

Industry Partners

Presentation Overview  Origins of Go Sun Smart  Go Sun Smart Program  Evaluation Design & Preliminary Outcomes  Subsequent study was a translational study to over 400 NSAA resorts

Origins of Go Sun Smart  More than 1 million cases of skin cancer will be diagnosed in 2010 (68,720 cases and 8,650 deaths from melanoma).  Number of cases of melanoma is rising.  Lifetime risk of developing melanoma is 1 in 39 for men and 1 in 58 for women.  Substantial sun exposure occurs at work for over 9 million American in outdoor occupations.

Go Sun Smart I: Application Process Initial idea – NCA 1996 Pilot survey of ski area guests – Winter 1997 (Buller, Andersen & Walkosz, 1998) Support from NSAA – 1998 (100+ western resorts invited) Initial application to NCI – November 1998 Additional Pilot Studies – Survey of Managers & Focus Groups with Employees Revised Application to NCI – June 1999 Go Sun Smart I Funded – 2000-04

Aims of Go Sun Smart I  To develop and evaluate a worksite sun safety program for the employees of a major outdoor recreation industry.  To evaluate whether a worksite sun safety program in an outdoor recreation industry elevates sun protection by guests and children at ski school.

Theoretical Model: Diffusion of Innovations Knowledge Persuasion Decision Implementation Confirmation Individual & Social Characteristics --- personality --- adopter categories Agenda setting Attitude Formation/Change Behavior Change -Information - Message Design - Message Design acquisition - Innovation Characteristics - Innovation trialability - Source valence - Source valence - Self persuasion - Self persuasion Normative influences - self efficacy - Message design - response efficacy - Social identity - coping strategies for barriers - Social comparison - Sublic commitment

Foundations of the Go Sun Smart Program  Communication and social marketing theories – Learning, reinforcement & modeling – Positive expectations & norms – Soft fear appeals – Compatibility, trialability, simplicity – Self-persuasion

Foundations of the Go Sun Smart Program  Message design strategies – Exposure and repetition – Multiple channels – Prominence and intensity – Credibility (from managers & area procedures) – Sponsorship

Audiences for Go Sun Smart Program  Ski Area Employees  Ski Area Guests  Ski School Students and Parents

Goals of the Go Sun Smart Program  To teach employees key facts about sun safety while working outdoors  To help employees’ put their knowledge about sun safety into action (reminders; strategies to overcome barriers)  To encourage employees to promote sun safety to coworkers and guests

Channels for Go Sun Smart Program  Signage, brochures, and logo art  Employee training  Employee newsletters  Electronic messages (email & website)  On-site promotions

Sample Message Grid Objective #1: Elevate Sun Safety on the employee/guest agenda Message Channel Theory Audience Image Ideas Sun’s Mean: Large Poster Informational/ Guests/ Angry sun illustration Employees Use Reinforcement Sunscreen Promote Table Tent Informational/ Guests/ Lunchable image food tray Sunscreen re- Employees with sunscreen in a Reinforcement application compartment Objective #2: Teach employees the information and skills that they lack to protect themselves effectively from the sun Message Channel Theory Audience Image Ideas Hat + Large Poster SCT Guests/ Illustrations/Universal Sunglasses + Employees symbols/Logo Clings Reinforcement Sunscreen = Base Stake Logo Facts about Medium SCT Employees List of facts sun safety/risk Poster

Go Sun Smart Program

High Profile Poster #1 Horror Movie Spoof 18” x 24”

High Profile Poster #2 Raccoon Crossing 18” x 24”

High Profile Poster #3 Mountain Essentials 18” x 24”

High Profile Poster #4 Nirvana 18” x 24”

Medium-Sized Poster #1 L.I.F.T.O.P.S. 11” x 17”

Medium-Sized Poster #2 Don’t Fry, Reapply 11” x 17”

Medium-Sized Poster #3 Portable Protection 11” x 17”

Information Poster #1 Skin Cancer Statistics 10” x 22”

Information Poster #2 Exposure Statistics 10” x 22”

Information Poster #3 Canadian Skin Cancer Statistics 10” x 22”

Lift Base Stake Sign Checklist of Sun Safety Items 18” x 24” corrugated plastic with spike into ground

Lift Pole Magnet High UV Zone

Bathroom Low-Tack Decal #1 Mountain Experts for Employee Bathroom 5” x 7”

Bathroom Low-Tack Decal #2 Wear A Hat for Women’s Employee Bathroom

Bathroom Low-Tack Decal #3 Mountain Experts for Men’s Employee Bathroom 5” x 7”

Window Cling # 1 Add It Up

Window Cling # 2 Go Sun Smart Logo

Ski School Poster #1 Mini-Poster Quick Reminder 8.5” x 11”

Ski School Poster #2 Are Your Kids Sunproof Poster 11” x 17”

Ski School Poster #3 Hi Ski School Poster 10” x 22”

Ski School Brochure Shade Your Day Brochure With Games on the Inside Tri-fold 11x17

Website – www.gosunsmart.org Features:  Entry for Guests or Employees, including special section of information for each side  Information on “What To Do” and “What to Know” in order to “Go Sun Smart”  “Solar IQ” quiz, for visitors to see how much they know about sun safety  Frequently Asked Questions section  Links to further resources

www.gosunsmart.org

Training Flip Editions for Ski Patrol, Chart & Ski Instructors and Handouts General Employees

Guest Brochure Tips For A Sun Smart Day On The Slopes Di-Fold Brochure

Post-It Notes

Water Bottle

Magnet Featuring Logo 3” x 5”

Go Sun Smart Banner

Evaluation of Go Sun Smart Ski Area Commitment Guest Pretest (I n=1,447; C n=1,546) Matching & Randomization of Ski Areas Employee Pretest Employee Pretest (n=4,049) (n=3,239) Go Sun Smart Program No Intervention Employee Posttest 1 Employee Posttest 1 (n=1,088) (n=1,030) Guest Posttest Guest Posttest (n=1,846) (n=1,679) Employee Posttest 2 Employee Posttest 2

Evaluation of Go Sun Smart (continued)  Pair-matched group-randomized pretest-posttest controlled design with ski areas as unit of randomization  Employee surveys  Pretests distributed by resort contacts with support from project staff in Fall 2001 as employees hired for season  Posttests conducted by telephone in Spring and Fall 2002

Employee Surveys  Pretest: 7,288 surveys completed  Posttest 1: 2,118 surveys completed  Posttest 2: 1,732 surveys completed

Employee Profile 2001-2002  Mean age = 36 years  34% female  96% white, non-Hispanic  89% had education beyond high school  51% married/cohabitating  21% had children under 18  66% ski; 24% snowboard

Employee Profile (continued)  Average hours worked per week = 29  59% worked outdoors; 32% indoors; 9% both  90% worked 1+ previous seasons (79% worked only in winter)  8% patrollers; 31% instructors; 11% lift operators; 16% administration; 10% food/base services; 24% other

Implementation of Go Sun Smart by Ski Areas

Employees’ Awareness of Go Sun Smart  Odds ratio = 8.27, p<.05

Employees’ Awareness of Go Sun Smart (continued)  Written: OR=7.10, p<.05  Spoken: OR=1.45, p<.05  Electronic: OR=3.63, p<.05

Effect of Go Sun Smart on Employee Sunburning  OR=1.44, p<.05  OR=1.63, p<.05 controlling for gender, pretest sunburns, age, job type, self- efficacy, and attitudes

Sunburning by Amount of Go Sun Smart Printed Items Observed  Odds ratio = 1,46, p<.05

Guest Surveys  Project staff conducted surveys with guests on the chair lifts  2,993 completed pretest surveys  3,525 completed posttest surveys  Guests under 18 and ski area employees were ineligible

Guest Profile, Winter 2002  Mean age: 40 years  27% female  69% college graduates  79% ski; 21% snowboard  5% beginner; 53% intermediate; 42% expert

Guest Exposure to Go Sun Smart Program

Observed Go Sun Smart Communication to Guests

Guest: Sun Protection Behavior