Using health communications for primary prevention of skin cancer: CDC's Choose Your Cover campaign.

Abstract

SKIN CANCER IS THE MOST COMMON KIND of cancer in the United States, with approximately 1.3 million cases of highly curable basal cell or squamous cancers expected to occur this year. It is anticipated that 47,700 people will be diagnosed with melanoma, the most serious form of cancer, and over half of those diagnosed will be women.1 Current etiological evidence suggests a causal link between excessive and unprotected sun exposure and skin cancer, expecially sun exposure received early in life.2,3 According to experts, primary prevention of skin cancer involves one or more of the recommended sun protection behaviors: staying out of the sun between 10 AM and 4 PM , using protective clothing (hats, long sleeves, and long pants), seeking shade, and using sunscreen. Following these recommendations may prevent skin cancer or reduce the high incidence of skin cancer observed in the United States.4 Studies conducted in the United States indicate that most Americans, adults and children, do not follow recommended sun protection practices. When they do, however, sunscreen is clearly the method of choice. The reported use of sunscreen and other protection measures varies considerably depending on age, gender, setting, and how the behavior is measured. Protective clothing and sunglasses are rarely used or observed in children, hat use is more common, and reported sunscreen use ranges from 32% to 53%. Overall, women are far more likely than men to engage in prevention.5 The Centers for Disease Control and Prevention (CDC) took up the challenge of promoting sun protection practices in 1998, when they launched their 5-year skin cancer prevention campaign, called “Choose Your Cover” (CYC). The goals of the campaign include influencing social norms related to sun protection and tanned skin and increasing awareness, knowledge, and behaviors related to skin cancer.