Reducing barriers to sun protection – Application of a holistic model for social marketing

Reducing high rates of sunburn occurrence, linked to the development of skin cancers, has been the focus of sustained social marketing campaigns in Australasia. Despite substantial investment in public health warnings, barriers to preventing sunburn and associated skin cancers remain. The purpose of this article is to illustrate through a holistic model of sunburn how social marketing interventions can be made at both the macro- and micro-environmental levels to minimise the remaining barriers to sun protection. This is achieved though a review of population studies that identify the barriers to preventable sunburn. Integration of the barriers suggests that a holistic approach is needed to understand sun protection behaviour among the general population. This approach supplements existing public health promotion approaches which tend to target an individual’s knowledge and attitude toward sun protection and tanning. From this holistic model of sunburn, the implications for social marketers and directions for future research are presented.

► Social marketing campaigns have been developed that rely on individual responsibility to decrease sunburn occurrence. ► Campaigns were often based on the assumption that increasing population knowledge will decrease sunburn. ► In addition to current sun protection efforts, it may now be necessary to holistically address barriers to sun protection. ► The holistic model aims to promote mechanisms for enhancing sun protection and hence sunburn reduction, by de-emphasising the existing focus on individual responsibility. ► The holistic model aims to promote sunburn reduction by de-emphasising the existing focus on individual responsibility.