School of Population and Global Health, The University of Western Australia, Perth, Western Australia, Australia.
Cancer Council Western Australia, Subiaco, Western Australia, Australia.
Health Promot J Austr. 2024 Oct;35(4):1194-1205. doi: 10.1002/hpja.851. Epub 2024 Feb 25.
It is unknown whether SunSmart health promotion campaigns in Western Australia are still effectively reaching their target audience of young people (under 45 years). This study examined trends over time in awareness, relevancy and believability of SunSmart advertisements and identified socio-demographic characteristics and risk factors associated with campaign awareness.
Linear regression and log-binomial modelling were undertaken using data from the annual SunSmart post-campaign evaluation surveys between 2008/2009 and 2021/2022. SunSmart campaigns were analysed and categorised into the following themes: (1) personal real-life stories; (2) daily activities/sun exposure leads to skin cancer; or (3) cartoon/animated.
Between 2008 and 2022, there were declines in total awareness (74.2% to 20.4%), unprompted awareness (33.7% to 4.9%) and relevancy (89.5% to 54.8%) of SunSmart advertisements (representing annual percent decreases of 3.6%, 3.1% and 1.8%, respectively). However, believability remained high over time (>94% in each annual survey). Trends were inconsistent between the awareness of campaign themes and socio-demographic characteristics and risk factors. Several campaigns had greater awareness in their subsequent years, compared with the first campaign year.
In more recent years, SunSmart advertisements and campaigns may not have reached their target audience. In addition to socio-demographic characteristics, particularly age, advertisement factors may also affect the awareness of specific campaigns. SO WHAT?: Given the changing advertising landscape and its rising costs, ongoing funding is pertinent to increase the reach of future SunSmart campaigns. Increasing advertisements on alternative platforms and designing campaigns which separately target adolescents and adults need to be considered.
尚不清楚西澳大利亚州的 SunSmart 健康促进活动是否仍能有效地接触到其目标受众，即年轻人（45 岁以下）。本研究考察了一段时间内 SunSmart 广告的认知度、相关性和可信度的趋势，并确定了与活动认知度相关的社会人口统计学特征和风险因素。
使用 2008/2009 年至 2021/2022 年期间年度 SunSmart 活动后评估调查的数据，进行线性回归和对数二项式建模。对 SunSmart 活动进行分析并分为以下主题：（1）个人真实故事；（2）日常活动/阳光暴露导致皮肤癌；或（3）卡通/动画。
2008 年至 2022 年间，SunSmart 广告的总认知度（74.2%降至 20.4%）、无提示认知度（33.7%降至 4.9%）和相关性（89.5%降至 54.8%）均有所下降（代表每年分别下降 3.6%、3.1%和 1.8%）。然而，可信度随着时间的推移仍然很高（每年调查中超过 94%）。活动主题的认知度与社会人口统计学特征和风险因素之间的趋势不一致。与第一个活动年相比，一些活动在随后的几年中认知度更高。
近年来，SunSmart 广告和活动可能没有接触到他们的目标受众。除了社会人口统计学特征，尤其是年龄外，广告因素也可能影响特定活动的认知度。那么应该怎么办呢？鉴于广告环境的变化及其成本的上升，持续的资金投入对于增加未来 SunSmart 活动的覆盖范围是必要的。需要考虑在替代平台上增加广告，并设计分别针对青少年和成年人的活动。
