Examples of local projects

In September 2010 Cancer Research UK and Dorset Cancer Network worked with a social marketing agency to help test the impact of three different interventions to improve early detection of skin cancer among older males in Dorset.

The primary objective of the project was to test three marketing approaches and gain findings to allow Cancer Research UK and Dorset Cancer Network to compare relative success and cost effectiveness in terms of increased numbers of men aged over 50 presenting at primary care. A key secondary objective was to raise awareness of the warning signs of melanoma and the importance of early detection in men over 50 years of age in defined areas of Dorset. The campaign conveyed the following key messages:

• Skin cancer kills more men than women
• Check regularly for signs of skin cancer
• Don’t delay – see your GP if you notice any changes to a mole or patch of skin

The three marketing channels compared were:

• Hit squads with supporting an advertising van in locations such as bowls clubs, town centres and retail parks
• Cancer Research UK Roadshow in locations such as the British Legion, town centre and sailing club
• Direct mailing to households of men aged 50+

A detailed report was produced outlining a number of findings related to GP engagement, changes in awareness and attitudes and impact on presentations and referrals related to skin cancer in Primary Care. Prompted recall and GP presentations were highest in the direct mailing, followed by the Roadshow and then the hit squads.

For more information about the project contact the SunSmart team.

The Skin Cancer Hub is a website developed to promote skin cancer prevention and early diagnosis.

Aimed primarily at professionals in a wide range of settings, the hub contains a fantastic 'interventions database' with details of local projects focused on the prevention and early detection of skin cancer. 

Cancer Research UK joined forces with the Merseyside and Cheshire Cancer network to run a campaign aiming to inform men aged 50 + about the signs of malignant melanoma, the most dangerous form of skin cancer, and the importance of early detection. 

The campaign, in Liverpool, Southport and Formby, included eye-catching posters at bus-stops, working men’s clubs and sports clubs, as well as 'hit squads' giving out information to men in the area. Beer mats and coasters sporting the early detection message were also distributed to local social and sports clubs.

Magnifying glasses were given out to men to encourage them to look at their skin closely, and postcards distributed through the hit squads included space to keep a log of any changes to moles with a reminder for them to see their GP if they noticed anything unusual.

Post-campaign evaluation demonstrated improved awareness of melanoma symptoms amongst the target audience, an increase in the awareness of the importance of early detection and increased intention to check skin more regularly.

For more information about the ‘Skin cancer kills’ campaign email sunsmart@cancer.org.uk.

NHS Derbyshire developed a Skin Cancer Awareness campaign aimed at teenagers and young people. The launch event in Chesterfield town centre provided information about the link between sunburn and skin cancer, as well as demonstrating the premature ageing effects of over-exposure to UV using age progression software. Free samples of sunscreen and goodie bags including a voucher for a free spray tan were also given away to locals visiting the ‘beach scene’ developed by the organisers.

Partners in the event included the Local Authority Environmental Health Department, Chesterfield College, Boots the Chemist, a local beauty salon and Derbyshire Action Against Smoking.

Following the launch, the campaign linked in to local events and health days in secondary schools. Local radio station `Peak 107` also supported the Skin Cancer Awareness Campaign with an advert and a supporting page on their website.

For more information contact Diane Ball on 01246 231255 x 4353 or via email diane.ball@derbyshirecountypct.nhs.uk.

In Blackpool 10 interested health visitors planned a 'shun the sun' campaign around three main activities:

• Individual contact with families of children under 5
• Involvement with pre-school children via nurseries and playgroups
• Public health events held in local supermarkets and Blackpool promenade

Sunscreen was donated by local shops and distributed via Surestart and the Homeless Team. Balloons, leaflets, magnets and hats were produced with money from the Trust Community Budget Fund for public health initiatives.

For further information please contact Angela Wilson on 01253 651697.

Waveney District Council's Student Environmental Health Officer organised a SunSmart presence at Lowestoft Air show. Working from an open fronted trailer, a team of volunteers displayed sun protection posters and gave out information.

The event was co-funded by the council and the local PCT, and local businesses provided competition prizes. The weekend attracted over half a million visitors, eager to get their hands on the 75,000 information cards supplied by Cancer Research UK!

For more information please e-mail jason.hall@waveney.gov.uk