Skin cancer is one of the most common cancers in Australia. The causes of skin cancer are sunburn, tanning and solariums. Epidemiological evidence shows the main cause of skin cancer is people exposure to “ultraviolet radiation” in their childhood too much (Livingston et al, 2001, pg. 269). Nearly 80% of adolescents and young adults are aware of skin cancer prevention (Livingston et al, 2001, pg. 272). In addition, adolescents are identified to have the highest level of knowledge about skin cancer (Stanton et al, 2004, pg. 371). However, research shows there are a declined proportion of adolescents who use skin protection. Adolescents are reluctant to use skin protection due to peer pressure and preference for fashion. It is also identified that adolescents are willing to get a moderate tan. This preference increased with age. Young adult most commonly use sunscreen to prevent skin cancer in Australia (Stanton et al, 2004, pg. 372). In addition, women and those who have sensitive skin are more likely to use skin protection. People have higher socio-economic statues are also more likely to use higher level of sunscreen to prevent skin cancer.
The personal driver of skin cancer can be identified by exposure to “ultraviolet radiation” in childhood too much. Parents’ sun protective behavior significantly impact on children rather than on adolescents. Social norms related to sun exposure and recreational activity drive the behavior related to skin cancer (Graffunder et al, 1999). The social drivers of skin cancer also come from adolescents’ behavior is more likely to be influenced by peers. Many adolescents and young adults perceive tan as a sign of healthy, as well as fashion skin. As a result of peer pressure, teenagers are reluctant to use skin protection. This program can provide benefits to target audience by educating them about the seriousness of skin cancer and teaching them the best ways to prevent skin cancer. Australia is referred to have the highest skin cancer in the world. A reduction in sunlight can effectively reduce the risk of skin cancer. Every year, almost $450 millions have spent on health system. A reduction in skin cancer incidence can save millions of dollars spent on health system. Adolescents and young adults are identified as the target audience of this program. They are well aware of the risk involved with skin cancer but they do not have courage to change their behaviors. Adolescents have the lowest sun protection rate among all age groups. Peer pressure is the main barrier behavior to uptake. Within adult age group, women have more knowledge about skin caner than men (Graffunder et al, 1999). However, women with a higher knowledge about skin cancer have a higher desire for a tan, as they perceive tan is the sign of healthy. Women are more likely to use sun protection compared to men even though men are reported to have higher level of sun exposure (Schofield et al, 2001). In addition, the majority of people use sunscreen is in a wrong way. Roinson and Rademaker have found that “People seem to re-apply sunscreen too infrequently and inconsistently and seem to miss certain vulnerable parts of their body such as the ears and neck. People only use half the amount of sunscreen necessary to achieve to labeled sun protection factor” (1998). The best way to deal with skin cancer is through preventive measures. This intervention requires the target audience to be aware of the seriousness of skin cancer and learn how to use sun protection properly. The target market needs to change behaviors associated with using sun protection in day care setting.
The challenge of this program comes from the target market’s perception of the skin cancer’s significance. In addition, the main competition of this program is the campaigns initiated by other skin care brands, which aim to promote their sun protective products. The previous campaigns of this program have effectively educated the public about the