Getting the message across: sun protection information in media weather reports in New Zealand.

AIMS

To assess the public reach, awareness, understanding and response to the burn time and the Ultra Violet Index (UVI) in media weather reports in New Zealand.

METHODS

Data from a representative sample (n = 396), ages 16-44 years, were gathered over four consecutive summer weeks of 1999 via a random digit dialling telephone survey. Items collected included sources of weather reports and their frequency of use; knowledge, understanding, perception and use of the burn time and the UVI; sun-related beliefs, attitudes and behaviours.

RESULTS

Exposure to weekend weather bulletins was sustained, and occurred mainly via television (83%) and radio (50%). There was greater awareness of the burn time than the more recent UVI (89% vs 43%). The UVI was less often used to guide sun protection actions (49% vs 63%) but better understood (94% vs 66%) and more often recalled along with sun protective messages (56% vs 32%) than the burn time. Few could describe the burn time or the UVI for the past Sunday. Self-perceived understanding of the burn time was higher than its measured, sub-optimal, comprehension (96% vs 65%).

CONCLUSIONS

Further efforts are needed to promote the UVI, particularly on TV1 and on radio, and to reach younger adults and less educated groups. For a transition period, presentation of the burn time should be restricted to complementing the UVI. Thereafter, the UVI should become the standard indicator of UV level in New Zealand.