Mass media barriers to social marketing interventions: The example of sun protection in the UK

Kemp, Gill; Eagle, Lynne; Verne, Julia

Abstract

The role of the mass media in communicating health-related information to the wider population is the focus of this paper. Using the example of sun protection within the UK, we highlight some of the major challenges to raising awareness of steadily increasing melanoma rates and of effective sun protection strategies. The implications of potential barriers to official sun protection messages via conflicting messages in the media are discussed in terms of editorial on sun protection and in the way in which television programme content portrays the issues. Implications for public policy and future research conclude the paper. © The Author (2010).

• Journal Article Type: Article
• Publication Date: Mar 1, 2011
• Publicly Available Date: Jun 8, 2019
• Journal: Health Promotion International
• Print ISSN: 0957-4824
• Electronic ISSN: 1460-2245
• Publisher: Oxford University Press (OUP)
• Peer Reviewed: Peer Reviewed
• Volume: 26
• Issue: 1
• Pages: 37-45
• DOI: https://doi.org/10.1093/heapro/daq048
• Keywords: skin cancer, sun protection, health promotion
• Public URL: https://uwe-repository.worktribe.com/output/976218
• Publisher URL: http://dx.doi.org/10.1093/heapro/daq048
• Additional Information: Additional Information : This is a pre-copy-editing, author-produced PDF of an article accepted for publication in International Health Promotion following peer review. The definitive publisher-authenticated version "Kemp, Gill and Eagle, Lynne and Verne, J. (2010) Mass media barriers to social marketing interventions: The example of sun protection in the UK. Health Promotion International" is available online at: http://dx.doi.org/10.1093/heapro/daq048