Sun Safety on the Slopes: A Health Communication Campaign Peter A. Andersen, SDSU University of Connecticut April 29, 2010
Sun Safety for High Altitude Ski Area Employees and Guests
Collaborating Institutions Klein Buendel Institute San Diego State University California State University, Chico University of Colorado, Denver University of Kentucky University of Alabama Birmingham
Project Investigators David Buller, PhD, KB Peter Andersen, PhD, SDSU Mike Scott, PhD, CSU-Chico (Emeritus) Barbara Walkosz, PhD, CU-Denver Gary Cutter, PhD, UNR Mark Dignan, PhD, UK
Industry Partners
Presentation Overview Origins of Go Sun Smart Go Sun Smart Program Evaluation Design & Preliminary Outcomes Subsequent study was a translational study to over 400 NSAA resorts
Origins of Go Sun Smart More than 1 million cases of skin cancer will be diagnosed in 2010 (68,720 cases and 8,650 deaths from melanoma). Number of cases of melanoma is rising. Lifetime risk of developing melanoma is 1 in 39 for men and 1 in 58 for women. Substantial sun exposure occurs at work for over 9 million American in outdoor occupations.
Go Sun Smart I: Application Process Initial idea – NCA 1996 Pilot survey of ski area guests – Winter 1997 (Buller, Andersen & Walkosz, 1998) Support from NSAA – 1998 (100+ western resorts invited) Initial application to NCI – November 1998 Additional Pilot Studies – Survey of Managers & Focus Groups with Employees Revised Application to NCI – June 1999 Go Sun Smart I Funded – 2000-04
Aims of Go Sun Smart I To develop and evaluate a worksite sun safety program for the employees of a major outdoor recreation industry. To evaluate whether a worksite sun safety program in an outdoor recreation industry elevates sun protection by guests and children at ski school.
Theoretical Model: Diffusion of Innovations Knowledge Persuasion Decision Implementation Confirmation Individual & Social Characteristics --- personality --- adopter categories Agenda setting Attitude Formation/Change Behavior Change -Information - Message Design - Message Design acquisition - Innovation Characteristics - Innovation trialability - Source valence - Source valence - Self persuasion - Self persuasion Normative influences - self efficacy - Message design - response efficacy - Social identity - coping strategies for barriers - Social comparison - Sublic commitment
Foundations of the Go Sun Smart Program Communication and social marketing theories – Learning, reinforcement & modeling – Positive expectations & norms – Soft fear appeals – Compatibility, trialability, simplicity – Self-persuasion
Foundations of the Go Sun Smart Program Message design strategies – Exposure and repetition – Multiple channels – Prominence and intensity – Credibility (from managers & area procedures) – Sponsorship
Audiences for Go Sun Smart Program Ski Area Employees Ski Area Guests Ski School Students and Parents
Goals of the Go Sun Smart Program To teach employees key facts about sun safety while working outdoors To help employees’ put their knowledge about sun safety into action (reminders; strategies to overcome barriers) To encourage employees to promote sun safety to coworkers and guests
Channels for Go Sun Smart Program Signage, brochures, and logo art Employee training Employee newsletters Electronic messages (email & website) On-site promotions
Sample Message Grid Objective #1: Elevate Sun Safety on the employee/guest agenda Message Channel Theory Audience Image Ideas Sun’s Mean: Large Poster Informational/ Guests/ Angry sun illustration Employees Use Reinforcement Sunscreen Promote Table Tent Informational/ Guests/ Lunchable image food tray Sunscreen re- Employees with sunscreen in a Reinforcement application compartment Objective #2: Teach employees the information and skills that they lack to protect themselves effectively from the sun Message Channel Theory Audience Image Ideas Hat + Large Poster SCT Guests/ Illustrations/Universal Sunglasses + Employees symbols/Logo Clings Reinforcement Sunscreen = Base Stake Logo Facts about Medium SCT Employees List of facts sun safety/risk Poster
Go Sun Smart Program
High Profile Poster #1 Horror Movie Spoof 18” x 24”
High Profile Poster #2 Raccoon Crossing 18” x 24”
High Profile Poster #3 Mountain Essentials 18” x 24”
High Profile Poster #4 Nirvana 18” x 24”
Medium-Sized Poster #1 L.I.F.T.O.P.S. 11” x 17”
Medium-Sized Poster #2 Don’t Fry, Reapply 11” x 17”
Medium-Sized Poster #3 Portable Protection 11” x 17”
Information Poster #1 Skin Cancer Statistics 10” x 22”
Information Poster #2 Exposure Statistics 10” x 22”
Information Poster #3 Canadian Skin Cancer Statistics 10” x 22”
Lift Base Stake Sign Checklist of Sun Safety Items 18” x 24” corrugated plastic with spike into ground
Lift Pole Magnet High UV Zone
Bathroom Low-Tack Decal #1 Mountain Experts for Employee Bathroom 5” x 7”
Bathroom Low-Tack Decal #2 Wear A Hat for Women’s Employee Bathroom
Bathroom Low-Tack Decal #3 Mountain Experts for Men’s Employee Bathroom 5” x 7”
Window Cling # 1 Add It Up
Window Cling # 2 Go Sun Smart Logo
Ski School Poster #1 Mini-Poster Quick Reminder 8.5” x 11”
Ski School Poster #2 Are Your Kids Sunproof Poster 11” x 17”
Ski School Poster #3 Hi Ski School Poster 10” x 22”
Ski School Brochure Shade Your Day Brochure With Games on the Inside Tri-fold 11x17
Website – www.gosunsmart.org Features: Entry for Guests or Employees, including special section of information for each side Information on “What To Do” and “What to Know” in order to “Go Sun Smart” “Solar IQ” quiz, for visitors to see how much they know about sun safety Frequently Asked Questions section Links to further resources
www.gosunsmart.org
Training Flip Editions for Ski Patrol, Chart & Ski Instructors and Handouts General Employees
Guest Brochure Tips For A Sun Smart Day On The Slopes Di-Fold Brochure
Post-It Notes
Water Bottle
Magnet Featuring Logo 3” x 5”
Go Sun Smart Banner
Evaluation of Go Sun Smart Ski Area Commitment Guest Pretest (I n=1,447; C n=1,546) Matching & Randomization of Ski Areas Employee Pretest Employee Pretest (n=4,049) (n=3,239) Go Sun Smart Program No Intervention Employee Posttest 1 Employee Posttest 1 (n=1,088) (n=1,030) Guest Posttest Guest Posttest (n=1,846) (n=1,679) Employee Posttest 2 Employee Posttest 2
Evaluation of Go Sun Smart (continued) Pair-matched group-randomized pretest-posttest controlled design with ski areas as unit of randomization Employee surveys Pretests distributed by resort contacts with support from project staff in Fall 2001 as employees hired for season Posttests conducted by telephone in Spring and Fall 2002
Employee Surveys Pretest: 7,288 surveys completed Posttest 1: 2,118 surveys completed Posttest 2: 1,732 surveys completed
Employee Profile 2001-2002 Mean age = 36 years 34% female 96% white, non-Hispanic 89% had education beyond high school 51% married/cohabitating 21% had children under 18 66% ski; 24% snowboard
Employee Profile (continued) Average hours worked per week = 29 59% worked outdoors; 32% indoors; 9% both 90% worked 1+ previous seasons (79% worked only in winter) 8% patrollers; 31% instructors; 11% lift operators; 16% administration; 10% food/base services; 24% other
Implementation of Go Sun Smart by Ski Areas
Employees’ Awareness of Go Sun Smart Odds ratio = 8.27, p<.05
Employees’ Awareness of Go Sun Smart (continued) Written: OR=7.10, p<.05 Spoken: OR=1.45, p<.05 Electronic: OR=3.63, p<.05
Effect of Go Sun Smart on Employee Sunburning OR=1.44, p<.05 OR=1.63, p<.05 controlling for gender, pretest sunburns, age, job type, self- efficacy, and attitudes
Sunburning by Amount of Go Sun Smart Printed Items Observed Odds ratio = 1,46, p<.05
Guest Surveys Project staff conducted surveys with guests on the chair lifts 2,993 completed pretest surveys 3,525 completed posttest surveys Guests under 18 and ski area employees were ineligible
Guest Profile, Winter 2002 Mean age: 40 years 27% female 69% college graduates 79% ski; 21% snowboard 5% beginner; 53% intermediate; 42% expert
Guest Exposure to Go Sun Smart Program
Observed Go Sun Smart Communication to Guests
Guest: Sun Protection Behavior
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