SunSmart campaign research

A range of CancerStats report titles are availableSunSmart is a research based campaign. Our strategy is driven by quantative and qualitative research. All our printed campaign materials are pre-tested to ensure they are appropriate for their target audiences.

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Quantitative research

Cancer Research UK commissions the Office for National Statistics (ONS) to carry out sun protection surveys twice a year. The surveys are designed to measure:

  • knowledge about skin cancer prevention measures
  • attitudes to tanning and the dangers of the sun
  • self-reported sun protection behaviour
  • We use ONS research to monitor the campaign's impact and effectiveness

An analysis of trends from the ONS data from 2003 to 2008 is now available to download.

 

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Qualitative research

Cancer Research UK regularly commissions qualitative research to gain understanding of our different audiences’ attitudes towards the sun, sun protection and skin cancer and to test the effectiveness of our resources. A selection of our research findings are available to download:

  • Young people and sun protection - research summary (2003) Cancer Research UK commissioned the Centre for Social Marketing at Strathclyde University to run a series of focus groups to explore attitudes towards the sun, sun protection and skin cancer among young people and mothers of young children.
  • Men and outdoor workers and Sun Protection - research summary (2005) A report summarising the findings from qualitative research conducted among men (20-50 years, with a focus on outdoor workers) investigating their attitudes towards sun protection and skin cancer. Download the  research summary
  • SunSmart detection and prevention leaflets - research summary (2006)
    Cancer Research UK commissioned the Institute of Social Marketing to evaluate the revised versions of its two cancer awareness leaflets entitled ‘Malignant Melanoma’ and ‘Skin Cancer’ and to provide guidance on ways to communicate the key messages about skin cancer prevention and early detection in leaflet format.
  • Young people and skin cancer - research summary (2008)
    Cancer Research UK commissioned CM Insight to run a series of focus groups and interviews to explore motivations and perceptions surrounding getting a tan, sunbeds, and skin cancer among young people.
  • Attitudes towards sunburn - research summary (2008)
    A report summarising the findings of research commissioned by Cancer Research UK into people’s attitudes towards sunburn and its relationship with skin cancer.

 

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