From strategy to results 5 years of working with skin cancer - - PowerPoint PPT Presentation
From strategy to results 5 years of working with skin cancer prevention in Denmark 2012 The challenge in 2006 Malignant Melanoma (MM) Age Standardised Incidence Rate (World) 25 20 rate per 100.000 MM - 15 Male age 0-85+ 10 MM -
2012
Reference: Special calculation based on The Danish Cancer Registry. National Board of Health; Tal og Analyse: Cancerregisteret 2010 (in Danish). 5 10 15 20 25 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 rate per 100.000 Malignant Melanoma (MM) Age Standardised Incidence Rate (World)
MM - Male age 0-85+ MM - Female age 0-85+
85-90% of skin cancer can be prevented through:
UV rays What was needed?
Reference: Lucas,R.M. et al: Estimating the global disease burden due to ultraviolet radiation exposure. Int.J.Epidemiol. 2008; 37(3): 654-667.
Foundation of project
was the campaign driver
abroad
Strategy
goals, target groups, and messages
changes among the Danes
Documentation Knowledge Partnerships
marketing
Government agencies Ministries Interest
Policy Legislation Strategic partnership Sun protection:
accessibility
Awareness of increased risk:
Local sun policy:
Fewer incidences of skin cancer
exposure Evaluation and monitoring (Center of Excellence)
Communicators:
professionals
Municipalities
Structural changes Strategic partnerships Behavioural change communication Attitude and behaviour Reduced risk
Culture Norms Changed behaviour
Secondary*target* groups* Municipali3es/* poli3cians*
SUN SAFETY CAMPAIGN – OVERALL CHANGE THEORY FORANDRINGSTEORI
! ! ! ! ! ! ! ! ! Budget! ! Resources! !! Partners! ! ! SUMMER! SUNSHINE! HOLIDAYS! ! ! ! The*general* public* TURN!OFF! THE!SUNBED!
flows*
campaigns*
work*
lobbying*
materials*
Fewer*Danes*are* diagnosed*with* melanoma*or* regular*skin* cancer** (Increased)*awareness*of*the* campaign,*slogan*and*message* 15H25Hyear*olds* Fewer*people*expect*to* use*a*sunbed*(intended* use)** 12H14Hyear*olds* Awareness/knowledge*of*health*risk*of* (own)*sunbed*use* 40H50Hyear*old* women/mothers* with*children* living*at*home* Structural*changes:* Sunbed*ban*for*under*18s* (legisla3on)* OUTPUTS! Ac>vi>es !!!!!!!!!!!Target!groups! OUTCOMES/IMPACT!–!RESULTS/EFFECTS! ShortFterm !!!!!!!!!!!!!!!!! !!!!!!!MediumFterm !!!!!!!! !LongFterm ! ! ! ! !! Structural*changes:*Municipali3es* remove*sunbeds*in*public*places* AQtude:*Mothers*increasingly*against* their*children*using*sunbeds* * AQtude:*Increased*support*for*a* sunbed*ban* Fewer*people*use*sunbeds* Reduced*life3me* exposure*to*UV* rays*from*the* sun*and*sunbeds* Reduc3on*in*cost*
treatment* Structural*changes:*No* sunbeds*in*public* buildings* Fewer*Danes*die*
Denmark
the sun with common sense
REDUCE YOUR SUN BETWEEN 12 & 3PM
Give the sun a break between 12 and 3 pm when the UV index is 3 or more
Avoid sunburn. Cover up with clothes and a hat when the sun is highest
Apply factor 15 liberally and remember that regardless of the amount you use, you should never sunbathe excessively
Artificial UV rays significantly increase the risk of skin cancer. And the younger you are, the more exposed your skin is
Year round
May-August
November- December
behaviour changes
pieces of sun safety advice
to plan sun protection
to protect their children in the sun to prevent redness and sunburn.
protect themselves in the sun in Denmark to prevent redness and sunburn.
References:
and TrygFonden, June 2012.
1 in 6 parents aged 25-49 has changed behaviour thanks to the campaign (2011) Fewer are sunburnt (2011)
References:
and TrygFonden, June 2012.
1 32 67 23 77 20 40 60 80 100
More than 5 times 3-5 times 1-2 times I haven´t been sunburnt
Percent How many times have you been sunburnt this summer? June 2010 June 2011 89 31 55 71 85 33 60 74 86 35 64 77 10 20 30 40 50 60 70 80 90 100
Shade Sunhat Clothes that cover body,
and thighs Sunscreen
Percent 2008 2009 2010
More people follow sun safety advice – often or sometimes
increase the risk of melanoma. They know that sunbeds are dangerous but have a low perception of their own risk
health risk associated with their own use of sunbeds.
beds are against their children’s use of sunbeds.
people under 18 years.
Reference:
47 45 31 22 16 2 4 14 44 38 28 23 15 1 4 14 33 32 22 23 14 2 2 11 18 22 14 17 12
5 10 15 20 25 30 35 40 45 50 8-9 10-12 13-14 15-19 20-29 30-39 40-49 50-59 Percent Age (years)
Sunbed use within the past year by age
2007 2008 2009 2010 Reference:
Slightly more people follow sun safety advice on sun holidays Fewer young people sunbathe on a sun holiday
References:
Danish).
Danish).
92 36 59 90 94 36 63 91 20 40 60 80 100
Shade Sunhat Clothes that cover body,
and thighs Sunscreen
Percent Use of sun safety advice among the Danish population (15-64 yrs) 2009 2010 61 54 55 53 84 75 79 66 20 40 60 80 100 2008 2009 2010 2011 Percent Proportion of those aged 15-19 who go on holiday to a sunny destination Proportion of those aged 15-19 who sunbathe on this kind of holiday
and workplaces
manuals, lifeguard training, physiotherapists, drugstores
Reference: http://www.cancer.dk/NR/rdonlyres/90B6F08B-CF18-4E0A-B505-C201E25B80D9/0/Danmarkskortsolarier200812.pdf (in Danish)
2017 GOAL! 2007 level! 2010 level! Has the goal been achieved? ! 75% awareness of ”Reduce your sun between 12 and 3 pm”*
(20%)* 74%* Yes*
25% unprompted awareness of ”Reduce your sun between 12 and 3 pm”*
(<2%)* 10% of the target group * No*
25% unprompted awareness of 3 ways of sun protection* 60% often use the shade for protection *
43%* 41%* No*
30% wear a sunhat as protection*
20%* 15%* No *
80% wear light clothing for protection *
24% * No *
70% use sunscreen as protection * 50%*
47%* No*
30% fewer sunburn incidences *
39% were sunburnt* 41%* No *
60% of those aged 15-17 have not used a sunbed during the past 12 months *
49%* 76% (aged13 -15) 62% (aged16-18)* Yes*
85% of those aged 18-65 have not used a sunbed during the past 12 months *
74%* 85% * Yes*
80% of all children in daycare institutions are protected against the sun between 12 and 3 pm *
(probably achieved for kindergartens)*
driver.
is based on evidence and best practice from other relevant campaigns
Strategy
mission and strategy
clearly measurable goals
monitoring for adjustments to the strategy and action plan
also be a challenge
materials for volunteers and ambassadors with allocated resources
educational materials
for volunteers
implementation of sun safety at daycare centres and schools
existing events instead of creating your own.