The use of social marketing theory and practice to develop innovative and comprehensive sun protection campaigns

点击翻译按钮获取中文摘要

This project uses both academic theory and best-practice in real-world campaigns to develop a comprehensive strategy for the development of theoretically-sound and innovative campaign for the promotion of sun protection behaviours. It then utilises this strategy for the actual development, implementation, and evaluation of the campaign, conducted under the auspices of the highly-regarded industry partner, The Cancer Council NSW. Further, the knowledge gained in the review of existing campaigns, the analysis of literature in theory and practice, and the campaign development and evaluation will greatly enhance our ability to develop cost-effective social marketing campaigns to improve the well-being of Australians.