from strategy to results - world cancer congress · 2014-05-13 · line rasmussen head of the...
TRANSCRIPT
From strategy to results
5 years of working with
skin cancer prevention in Denmark
2012
The challenge in 2006
Reference: Special calculation based on The Danish Cancer Registry. National Board of Health; Tal og Analyse: Cancerregisteret 2010 (in Danish).
0
5
10
15
20
25
1980
19
82
1984
19
86
1988
19
90
1992
19
94
1996
19
98
2000
20
02
2004
20
06
rate
per
100
.000
Malignant Melanoma (MM) Age Standardised Incidence Rate (World)
MM - Male age 0-85+
MM - Female age 0-85+
Knowledge that gave hope 85-90% of skin cancer can be prevented through: • Less sunburn • Reduced lifetime exposure to
UV rays What was needed? • Attitude change • Behaviour change
Reference: Lucas,R.M. et al: Estimating the global disease burden due to ultraviolet radiation exposure. Int.J.Epidemiol. 2008; 37(3): 654-667.
But how? Foundation of project • The Danish Cancer Society
was the campaign driver • Knowledge gathering from
abroad • Financing Strategy • Clear vision and mission • 10-year plan with defined
goals, target groups, and messages
• Strategic partners
• Integration of evaluation - campaign messages - activities - attitude and behaviour
changes among the Danes
Solid financing • TrygFonden: a long-term
partnership with shared values and goals
• Commercial partners
Strategy
Documentation Knowledge
Partnerships - Commercial - Affiliates
- Campaigns - Dialogue marketing - Press - Information - Education - Events
Government agencies Ministries Interest organisations
Policy Legislation Strategic partnership
Sun protection: - Increased accessibility - Better quality - Web shop
Awareness of increased risk: - Individual - Collective
Local sun policy: - Institutions - Workplaces - Municipalities
Fewer incidences of skin cancer - Fewer sunburns - Reduced UV exposure
Evaluation and monitoring (Center of Excellence)
Communicators: - Drugstores - Journalists - Health professionals - Life guards - Volunteers - Teachers - Ambassadors
Municipalities
Structural changes
Strategic partnerships
Behavioural change communication
Attitude and behaviour
Reduced risk
Culture Norms Changed behaviour
Secondary*target*
groups*
Municipali3es/*
poli3cians*
SUN SAFETY CAMPAIGN – OVERALL CHANGE THEORY FORANDRINGSTEORI
!!!!!!!!!Budget!!Resources!!!Partners!!!
SUMMER!
SUNSHINE!HOLIDAYS!!!!
The*general*
public*TURN!OFF!THE!SUNBED!• Social*media*
• Dialogue*flows*
• Media*
campaigns*
• Press*• Educa3on*• Pocket*films*
• Municipal*
work*
• Poli3cal*lobbying*
• Info*materials*
Fewer*Danes*are*
diagnosed*with*
melanoma*or*
regular*skin*
cancer**
(Increased)*awareness*of*the*
campaign,*slogan*and*message*
15H25Hyear*olds*
Fewer*people*expect*to*
use*a*sunbed*(intended*
use)**
12H14Hyear*olds*
Awareness/knowledge*of*health*risk*of*
(own)*sunbed*use*
40H50Hyear*old*
women/mothers*
with*children*
living*at*home*
Structural*changes:*
Sunbed*ban*for*under*18s*
(legisla3on)*
OUTPUTS!Ac>vi>es !!!!!!!!!!!Target!groups!
OUTCOMES/IMPACT!–!RESULTS/EFFECTS!ShortFterm !!!!!!!!!!!!!!!!! !!!!!!!MediumFterm!!!!!!!! !LongFterm !
! ! ! !!
Structural*changes:*Municipali3es*
remove*sunbeds*in*public*places*
AQtude:*Mothers*increasingly*against*
their*children*using*sunbeds*
*
AQtude:*Increased*support*for*a*
sunbed*ban*
Fewer*people*use*sunbeds*
Reduced*life3me*
exposure*to*UV*
rays*from*the*
sun*and*sunbeds*
Reduc3on*in*cost*
of*skin*cancer*
treatment*
Structural*changes:*No*
sunbeds*in*public*
buildings*
Fewer*Danes*die*
of*skin*cancer*
Sun safety vision & mission • Vision: No skin cancer in
Denmark
• Mission: To get Danes to treat the sun with common sense
Campaign communication –balanced messages
REDUCE YOUR SUN BETWEEN 12 & 3PM • SIESTA
Give the sun a break between 12 and 3 pm when the UV index is 3 or more
• SUNHAT Avoid sunburn. Cover up with clothes and a hat when the sun is highest
• SUNSCREEN Apply factor 15 liberally and remember that regardless of the amount you use, you should never sunbathe excessively
• TURN OFF THE SUN BED Artificial UV rays significantly increase the risk of skin cancer. And the younger you are, the more exposed your skin is
The three programmes
Sun holiday Year round
Summer May-August
Sunbed November- December
Strategic partners
• Strategic partners • Good ambassadors • HRH Crown Princess
Mary, patron of the sun safety campaign
Integration of evaluation
• Evidence-based research and recommendations
• The intelligent campaign evaluation of: - campaign messages - activities - knowledge, attitude and
behaviour changes
Integrated communication
What have we achieved in 5 years?
Awareness & attitudes - Summer
• 75% of the population(15-64 yrs) know our slogan • 1 in 2 Danes (15-64 yrs) know at least 3 of the 4
pieces of sun safety advice • 98% of parents aged 25-49 know the UV-index • 4 out of 10 parents aged 25-49 use the UV-index
to plan sun protection
Awareness
• 95% of parents aged 25-49 believe it is important to protect their children in the sun to prevent redness and sunburn.
• 87% of those aged 15-24 think it is important to protect themselves in the sun in Denmark to prevent redness and sunburn.
Attitudes
References: • Sun Survey 2011 - A survey of the sun habits of the Danish population in Denmark during the summer of 2011. The Danish Cancer Society and TrygFonden, June 2012. • Special calculation based on the evaluation of the Summerprogram of the SunSafety Campaign 2011 (In Danish)
Behaviour - summer
1 in 6 parents aged 25-49 has changed behaviour thanks to the campaign (2011) Fewer are sunburnt (2011)
References: • Sun Survey 2011 - A survey of the sun habits of the Danish population in Denmark during the summer of 2011. The Danish Cancer Society and TrygFonden, June 2012. • Special calculation based on the evaluation of the Summerprogram of the SunSafety Campaign 2011 (In Danish)
0 1
32
67
0 0
23
77
0
20
40
60
80
100
More than 5 times
3-5 times 1-2 times I haven´t been
sunburnt
Perc
ent
How many times have you been sunburnt this summer?
June 2010
June 2011
89
31
55
71
85
33
60
74
86
35
64
77
0 10 20 30 40 50 60 70 80 90
100
Shade Sunhat Clothes that cover body, overarms and thighs
Sunscreen
Perc
ent
2008
2009
2010
More people follow sun safety advice – often or sometimes
Knowledge & attitudes – Turn off the sunbed
• 96% of young people (15-25 yrs) know that sunbeds increase the risk of melanoma. They know that sunbeds are dangerous but have a low perception of their own risk
Knowledge
• 24% of young sunbed users (15-25 yrs) do not realise the health risk associated with their own use of sunbeds.
• 21% of those aged 15-25 continue to use sunbeds Risk perception
• 52% of mothers aged 40-50 who have children using sun- beds are against their children’s use of sunbeds.
• Danes increasingly support a sunbed ban for young people under 18 years.
Attitudes
Reference: • Sunbed habits of children and young people in Denmark 2010. The Danish Cancer Society and TrygFonden, November 2011. • Sunbed habits of the Danes 2010. The Danish Cancer Society and TrygFonden, November 2011.
Behaviour - Sunbeds*
47 45
31
22
16
2 4
14
44
38
28
23
15
1
4
14
33 32
22 23
14
2 2
11
18
22
14
17
12
0
5
10
15
20
25
30
35
40
45
50
8-9 10-12 13-14 15-19 20-29 30-39 40-49 50-59
Perc
ent
Age (years)
Sunbed use within the past year by age
2007
2008
2009
2010
Reference: • Sunbed habits of children and young people in Denmark 2010. The Danish Cancer Society and TrygFonden, November 2011 (in Danish) • Sunbed habits of the Danes 2010. The Danish Cancer Society and TrygFonden, November 2011 (in Danish).
Behaviour - Sun holidays
Slightly more people follow sun safety advice on sun holidays
Fewer young people sunbathe on a sun holiday
References: • Sun Survey 2009. The Danish Cancer Society and TrygFonden, Feb. 2010 (in Danish). • The sun habits of the Danish population on holidays in sunny destinations in 2010. The Danish Cancer Soecity and TrygFonden,, Feb. 2011 (in Danish). • The sun habits of the Danish population on holidays in sunny destinations in 20101 The Danish Cancer Soecity and TrygFonden,, Feb. 2012 (in Danish).
92
36
59
90 94
36
63
91
0
20
40
60
80
100
Shade Sunhat Clothes that cover
body, overarms and thighs
Sunscreen
Perc
ent
Use of sun safety advice among the Danish population (15-64 yrs)
2009
2010
61 54 55 53
84 75 79
66
0
20
40
60
80
100
2008 2009 2010 2011
Perc
ent
Proportion of those aged 15-19 who go on holiday to a sunny destination Proportion of those aged 15-19 who sunbathe on this kind of holiday
Structural changes
• Sun safety policies at municipalities, day care, schools and workplaces
• Information on sun protection provided in health visitors’ manuals, lifeguard training, physiotherapists, drugstores
General initiatives
• UV-index in weather forecasts on TV and in newspapers • Documented sun protection products • Education in primary and secondary schools
Summer
• Legislation proposal regarding sunbed ban for under18s • New EU standards for sunbeds • Removal of sunbeds from 51 municipal buildings • Proposed sunbed ban for under 18s in 5 municipalities
Turn off the sunbed
• Education at guide schools Sun holiday
Reference: http://www.cancer.dk/NR/rdonlyres/90B6F08B-CF18-4E0A-B505-C201E25B80D9/0/Danmarkskortsolarier200812.pdf (in Danish)
There’s still a long way to go 2017 GOAL! 2007 level! 2010 level! Has the goal been achieved? !
75% awareness of ”Reduce your sun between 12 and 3 pm”*
(20%)* 74%* Yes*
25% unprompted awareness of ”Reduce your sun between 12 and 3 pm”*
(<2%)* 10% of the target group * No*
25% unprompted awareness of 3 ways of sun protection*60% often use the shade for protection *
43%* 41%* No*
30% wear a sunhat as protection* 20%* 15%* No *
80% wear light clothing for protection *
-* 24% * No *
70% use sunscreen as protection * 50%* 47%* No*
30% fewer sunburn incidences * 39% were sunburnt* 41%* No *
60% of those aged 15-17 have not used a sunbed during the past 12 months *
49%* 76% (aged13 -15) 62% (aged16-18)*
Yes*
85% of those aged 18-65 have not used a sunbed during the past 12 months *
74%* 85% * Yes*
80% of all children in daycare institutions are protected against the sun between 12 and 3 pm *
-* -* (probably achieved for kindergartens)*
Project foundation – key learnings
• Anchor the campaign in one organisation that is the primary driver.
• Make sure that the campaign is based on evidence and best practice from other relevant campaigns
• Secure long-term financing Strategy • Early formulated vision,
mission and strategy • Strategic partnerships
• Result-based steering with clearly measurable goals
• Continuous evaluation and monitoring for adjustments to the strategy and action plan
Daily work - key learnings • Commercial partnerships can
also be a challenge • Relevant info packs and
materials for volunteers and ambassadors with allocated resources
• On-curriculum, innovative educational materials
• E-learning as a knowledge tool for volunteers
• Hands-on policies for implementation of sun safety at daycare centres and schools
• Implement sun safety at existing events instead of creating your own.
Questions
? Line Rasmussen
Head of the Danish ”Reduce Your Sun” Campaign The Danish Cancer Society
Direct phone: +45 3525 7577 E-mail: [email protected]