Mass media barriers to social marketing interventions: The example of sun protection in the UK
Kemp, G. , Eagle, L. and Verne, J. (2010) Mass media barriers to social marketing interventions: The example of sun protection in the UK. Health Promotion International. ISSN 0957-4824
Publisher's URL: http://dx.doi.org/10.1093/heapro/daq048
The role of mass media in communicating health related information to the wider population is the focus of this paper. Using the example of sun protection within the UK, we highlight some of the major challenges to raising awareness of steadily increasing melanoma rates and of effective sun protection strategies. The implications of potential barriers to official sun protection messages via conflicting messages in the media are discussed in terms of editorial on sun protection and in the way in which television programme content portrays the issues. Implications for public policy and future research conclude the paper.
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