Evidence informing policy

Mass media campaigns

Mass media campaigns are effective in improving population health outcomes by driving behavioural change ^[1]. Television advertising and a mix of other platforms play a role through increasing awareness of the risks of UV exposure and promoting sun-safe behaviours ^[2][3]. Higher amounts of campaign advertising (measured in Target Audience Rating Points or TARPs) were shown to deliver greater behavioural improvements ^[2]. Evidence suggests that youth-focused campaigns, when delivered with sufficient TARPs, provide beneficial impact on sun protection behaviours for the whole population ^[3]. Increasing TARPs were related to increased preference for no tan and increased sunscreen use ^[3].

Evaluation of the 2006 National Skin Cancer Campaign showed that skin cancer awareness was high and reached a majority of adolescents and adults (64% and 58%, respectively) ^[4]. Fewer people reported to prefer and acquire sun tans ^[5], which prior to the campaign were perceived as desirable and influenced one’s perceived attractiveness.

Skin cancer prevention programs have been shown to be highly cost-effective and may be cost-saving for governments ^[6]. A comprehensive cost-benefit analysis in 2009 showed that the SunSmart program would return an estimated $2.30 for every $1 invested, reduce 20,000 melanoma cases, and prevent 1,900 premature deaths over the next 20 years ^[7]. An analysis of mass media campaigns in NSW found for every $1 invested a return of $3.85 is achieved ^[8].