{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,7]],"date-time":"2026-04-07T02:45:22Z","timestamp":1775529922175,"version":"3.50.1"},"reference-count":25,"publisher":"CSIRO Publishing","issue":"3","license":[{"start":{"date-parts":[[2026,1,13]],"date-time":"2026-01-13T00:00:00Z","timestamp":1768262400000},"content-version":"vor","delay-in-days":447,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2024,10,23]]},"abstract":"<jats:sec>\n                    <jats:title>Objective:<\/jats:title>\n                    <jats:p>More than 95% of melanomas in Australia are caused by UV radiation from the sun. Young adults are particularly at risk, with 18\u201324-year-olds spending more time in the sun and protecting their skin less than older adults. A new mass media campaign was delivered in New South Wales, Australia, to motivate this hard-to-reach group to protect their skin from harmful UV radiation. This paper shares learnings from this campaign for public health educators working across diverse fields.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Program:<\/jats:title>\n                    <jats:p>Guided by audience research and testing, the campaign combined fear-based and self-efficacy messaging. UV radiation was portrayed as arrows descending from the sky, transforming it into a visible and ever-present threat. High-reach channels such as cinema, outdoor advertising, online videos, audio apps and social media were used to reach the audience.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods:<\/jats:title>\n                    <jats:p>The campaign was evaluated through an online tracking survey (n = 750, 18\u201324-year-olds) measuring prompted recognition, message take-out, key diagnostics, and self-reported sun protection intentions and behaviours.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results:<\/jats:title>\n                    <jats:p>The evaluation found that 57% of survey participants recognised the campaign when prompted. Among those that recognised the campaign, 76% said they had used sun protection when outdoors over the summer campaign period (vs 64% of non-recognisers, p &amp;lt; 0.05), and 45% said they had adopted at least three of the five sun protection behaviours (Slip, Slop, Slap, Seek and Slide) \u2018always\u2019 or \u2018often\u2019 (vs. 36% of non-recognisers, p &amp;lt; 0.05).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Lessons learnt:<\/jats:title>\n                    <jats:p>A mass-media campaign that aimed to elicit emotional (fear) and cognitive (perceived efficacy) responses and which drew upon social and heuristic cues was associated with greater self-reported sun protection among the target audience. Delivering a combination of message strategies simultaneously within a campaign tailored to young adults may be more effective than adopting a more singular focus.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.17061\/phrp3422416","type":"journal-article","created":{"date-parts":[[2024,6,23]],"date-time":"2024-06-23T18:27:51Z","timestamp":1719167271000},"source":"Crossref","is-referenced-by-count":2,"title":["UV arrows descend from above: lessons from a mass media campaign to improve sun protection behaviours among young adults"],"prefix":"10.1071","volume":"34","author":[{"given":"Cameron","family":"Sugden","sequence":"first","affiliation":[{"name":"A Cancer Institute NSW, Sydney, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Shamieka","family":"Dubois","sequence":"additional","affiliation":[{"name":"A Cancer Institute NSW, Sydney, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Philippa","family":"Maynard","sequence":"additional","affiliation":[{"name":"A Cancer Institute NSW, Sydney, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Nicola","family":"Scott","sequence":"additional","affiliation":[{"name":"A Cancer Institute NSW, Sydney, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Alexis","family":"Le Clerc","sequence":"additional","affiliation":[{"name":"A Cancer Institute NSW, Sydney, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Matthew","family":"Clarke","sequence":"additional","affiliation":[{"name":"A Cancer Institute NSW, Sydney, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sarah","family":"McGill","sequence":"additional","affiliation":[{"name":"A Cancer Institute NSW, Sydney, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Tracey","family":"O\u2019Brien","sequence":"additional","affiliation":[{"name":"A Cancer Institute NSW, Sydney, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"67","published-online":{"date-parts":[[2024,10,23]]},"reference":[{"key":"2026011316102226900_R1","doi-asserted-by":"crossref","unstructured":"Arnold M, de Vries E, Whiteman DC, Jemal A, Bray F, Parkin DM, Soerjomataram I. Global burden of cutaneous melanoma attributable to ultraviolet radiation in 2012. Int J Cancer. 2018;143(6):1305\u201314. CrossRef | PubMed","DOI":"10.1002\/ijc.31527"},{"key":"2026011316102226900_R2","unstructured":"Cancer Institute NSW. Cancer statistics New South Wales. Sydney, Australia: NSW Government; 2022 [cited 2023 Jun 26]. Available from: www.cancer.nsw.gov.au\/research-and-data\/cancer-data-and-statistics\/data-available-now\/cancer-statistics-nsw\/cancer-type-summaries"},{"key":"2026011316102226900_R3","unstructured":"Cancer Institute NSW. 2018 NSW Adult Population Health Survey. Sydney, Australia: NSW Government; 2021 [cited 2023 Jun 19]. Available from: www.cancer.nsw.gov.au\/getattachment\/56dba918-11f9-4e51-a682-d192d83359c2\/sun-protection-behaviours-in-target-populations-fo.pdf"},{"key":"2026011316102226900_R4","unstructured":"Cancer Institute NSW. NSW Cancer Registry: Annual NSW cancer incidence and mortality data set. 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