Social Marketing Report: Cancer Research UK Sun Smart Program Analysis

This report analyzes the 'Sun Smart' program, a social marketing initiative by Cancer Research UK, aimed at strengthening sun protection behaviors within the UK. The study focuses on segment four, 'Sun Seekers,' who engage in sunbathing and are at higher risk of skin cancer. The report examines the impact of sunbathing behavior on the campaign's effectiveness and discusses strategies to minimize sun exposure risks, including promoting sunscreen use, mediating children's sun exposure, and raising awareness about UV risks and melanoma. The report emphasizes the importance of early detection, treatment, and incorporating climate change factors into interventions. The goal is to enhance the success of cancer prevention campaigns and reduce skin cancer incidence through effective behavioral segmentation and targeted awareness programs.

Running head: SOCIAL MARKETING
Social Marketing
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1SOCIAL MARKETING
Organisation Activity Potential impact on
our intervention
Potential strategies
for minimising their
impact and
recommendations
The selected segment is
Sun seeker which is the
segment four of a
particular study
conducted in order to
strengthen the sun
protection behaviours
within UK. The Sun
Smart programme was
conducted by the
Cancer Research, UK.
As a part of the
awareness programme
due to the increasing
rates of skin cancer due
to the increasing levels
of exposure to the sun,
the survey was
conducted by the
The activity which is
discussed related to the
segment four of the
research conducted is
about sunbathing. It
discusses about the
people who engage in
sunbathing activities.
The people, who engage
in the activity of
sunbathing, reported the
levels of getting burnt
due to the direct
exposure to the sun for
more than two hours or
more. The people who
participated in these
activities consisted of
mostly those who were
The approach of
behavioural
segmentation comprises
the basis of the adopted
interventions to increase
the awareness among
the people. The activity
of sunbathing directly
impacts the campaign
related to the prevention
of skin cancer among
the people (Dudley et
al., 2015). The
attitudinal, behavioural
as well as the factors
influencing the patterns
of sunbathing behaviour
shows how it impacts
the sun burn causing
In order to minimise the
impact of the sun burns
on the people as also to
reduce the chances of
skin cancer, several
campaigns for cancer
awareness need to be
conducted. The
exposure of the children
to the sun needs to be
mediated and controlled
(Colditz, Wolin &
Gehlert, 2012).
Recommendations
include the screening
for melanoma
occurrence. This is
relatively insufficient
and is important for this

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Cancer Research Unit of
UK.
teen aged. The number
of people who were
middle aged and
belonging to segment
four were comparatively
less. The activity of
sunbathing was also
closely connected to the
activity of applying the
sunscreen and feeling
the need to apply
sunscreen within a
regular interval of two
hours. Based on this
activity and the results
of the survey conducted
among the people who
participated in these
activities, the
possibilities of raising
awareness were
considered.
probable skin cancer
risks among the bathers.
The intervention related
to the awareness with
the help of the Sun
Smart programme is
directly impacted by the
behaviours of the people
participating in sun
bathing, in short the
activities of the sun
seekers.
cause. Early detection
and treatment of skin
cancer is also extremely
important. Awareness
programmes need to be
conducted for the
effective understanding
of the concept of
tanning and how it is
related to the risks of
skin cancer (Godic et
al., 2014). Apart from
this, people should be
made aware of the UV
risks related to the skin
exposure to the sun
(Hirst et al., 2012).
Special importance
should also be given to
the climate changes and
the way in which
impacts the occurrence
of skin cancer. In case
all these factors are
incorporated in the
newer interventions

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adopted, the prevention
of skin cancer will be
possible and the
campaigns conducted
will also be successful
in their endeavours.