Dobbinson Suzanne J, Volkov Angela, Wakefield Melanie A
Cancer Council Victoria, Melbourne, Victoria, Australia.
Cancer Council Victoria, Melbourne, Victoria, Australia.
Am J Prev Med. 2015 Jul;49(1):20-8. doi: 10.1016/j.amepre.2015.01.011. Epub 2015 Mar 17.
Televised advertising campaigns play a central role in public education for skin cancer prevention in Australia. Continued impact on behavior is crucial to optimize these investments. This study examines whether exposure to increased intensity of summer campaigns in the past decade has continued to influence sun protection behaviors and to examine behavioral impact across age groups.
Cross-sectional weekly telephone surveys of Melbourne residents were conducted over summers from 1987-1988 to 2010-2011, and analyzed in 2012-2014. Respondents' sun-related attitudes and their sun protection and sunburn on the weekend prior to interview were assessed. Population exposure to campaign TV advertising was measured as cumulated weekly target audience rating points (TARPs) for 4 weeks prior to interviews. Multiple logistic and linear regression models examined the relationship of campaign advertising with tanning preference and behavioral outcomes (N=11,881).
Respondents' attitudes and behaviors in 1987-2011 were associated with TARPs. Increasing TARPs were related to increased preference for no tan (OR=1.12, 95% CI=1.07, 1.17); sunscreen use (OR=1.09, 95% CI=1.02, 1.17); and overall reduced mean percentage of skin exposed to the sun (B=-0.01, 95% CI=-0.01, 0.00). These effects had limited interaction with time period, age group, gender, or skin type. There was evidence of diminishing returns at the highest TARP quartile for tan preference but not for behavioral outcomes.
Sustained youth-focused advertising campaigns (for adolescents and young adults), when broadcast with sufficient TARPs during the summer months, continue to provide consistent beneficial impact on sun protection behaviors population-wide.
在澳大利亚，电视广告宣传活动在预防皮肤癌的公众教育中发挥着核心作用。持续对行为产生影响对于优化这些投资至关重要。本研究旨在探讨在过去十年中接触强度增加的夏季宣传活动是否继续影响防晒行为，并研究各年龄组的行为影响。
于1987 - 1988年至2010 - 2011年的夏季对墨尔本居民进行横断面每周电话调查，并于2012 - 2014年进行分析。评估受访者与阳光相关的态度以及在访谈前周末的防晒和晒伤情况。通过访谈前4周的每周累计目标受众收视率（TARP）来衡量人群对宣传活动电视广告的接触程度。采用多元逻辑回归和线性回归模型研究宣传活动广告与晒黑偏好及行为结果之间的关系（N = 11,881）。
1987 - 2011年受访者的态度和行为与TARP相关。TARP增加与对不晒黑的偏好增加相关（OR = 1.12，95% CI = 1.07，1.17）；使用防晒霜（OR = 1.09，95% CI = 1.02，1.17）；以及总体上暴露于阳光下的皮肤平均百分比降低（B = -0.01，95% CI = -0.01，0.00）。这些影响与时间段、年龄组、性别或皮肤类型的相互作用有限。有证据表明，在最高TARP四分位数时，晒黑偏好的收益递减，但行为结果并非如此。
以年轻人（青少年和年轻人）为重点的持续广告宣传活动，在夏季以足够的TARP进行播出时，继续对全人群的防晒行为产生持续的有益影响。
