Partnership to Prevent Skin Cancer Strategic Plan
Taylor Reed
Johns Hopkins University

I. Introduction: To reduce skin cancer, specifically melanoma, this campaign will encourage non-Hispanic white women ages 15-29 living in the United States to wear sunscreen daily. This campaign will draw from the theory of planned behavior and health belief model.
II. Strategic Plan: This campaign will utilize messaging in order to counteract social norms that state that tan equals beauty and in order to educate women on how to use sunscreen and how to remember to use sunscreen. It will use mothers and peers to communicate messages. It will have messaging use stats and normative perceptions to communicate facts about skin cancer, and it will …show more content…
A survey of 153 undergraduate students ranging in age from 15 to 29 years old found that forgetting to apply sunscreen was the biggest barrier to use (Basch, Basch, Hillyer, & Neugut, 2012).
D. Disseminate messages through mothers, health care professionals, significant others, and peers in order to maximize effectiveness. This strategy relates to the theory of planned behavior construct of normative beliefs (Kasprzyk & Montano, 2008).
1. In a questionnaire of 202 non-Hispanic Caucasian women between the ages of 18 and 27 results indicated that local norms of friends, rather than fashion norms had more power in determining intention to sunbathe and to use sunscreen (Aiken & Jackson, 2000).
2. A qualitative literature review of 91 peer-reviewed studies published in the last 3 decades suggests that social factors play a part in sun protection behaviors and tanning. The primary influences are peers, parents, and health care professionals (Kasparian, McLoone, & Meiser, 2009).
3. In a study of 164 undergraduate students, researchers found that family members’ use of sunscreen was related to facial sunscreen use of participants, suggesting that parents have an influence on children’s sunscreen use. Researchers also found that significant others’ support of tanned skin had a positive relationship to self-tanning use and family support of tanned skin was inversely related (Danoff-Burg & Mosher,