Melanoma Awareness Campaign 2007–08: Dark Side of Tanning Summary Report

13 Nov 2008
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In 2007–08, the Cancer Institute NSW developed and implemented a new melanoma awareness campaign called the Dark Side of Tanning. The campaign aimed to increase awareness of the dangers of melanoma and tanning by challenging the misconception that a tan looks healthy. It prompted youth and young adults to reconsider their sun protection behaviour, the damage caused by unsafe exposure to the sun and their need for greater sun protection.

The campaign was evaluated through online tracking research that measured awareness, knowledge, attitudes and behaviour in relation to tanning, sun exposure and melanoma or other skin cancers, as well as campaign advertising performance.

View the findings of the report by clicking on the PDF link in the right column.

You can view the original Dark Side of Tanning advertisement here.

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