In Peru every year there are 1200 new cases of skin cancer, of which 80% is caused by overexposure to unprotected ultraviolet rays. In Peru, there was no culture of ultraviolet prevention. The population believed that they should only be protected from solar radiation in the summer season. Therefore, in 2017 the League Against Cancer - Peru, two major objectives were set: breaking the paradigm about protection only in summer and/or in aggressive solar exposure, and generate annual preventive check-ups. To achieve this, we created “Prevention 365”, a campaign designed to sensitize the population about the importance of protecting from the ultraviolet rays 365 days a year and not only in summer (Fig 1). Aim: Promote a change in the culture of skin cancer prevention in Peru, breaking the paradigm that you only have to protect yourself from ultraviolet rays in summer, and generate annual preventive check-ups. Strategy/Tactics: We identified the regions with the highest index of ultraviolet radiation at national level and the group of people who work under solar radiation who are more vulnerable for developing the disease, such as policemen, serene, cleaning staff, workers, journalists, taxi drivers, fishermen, among others, to carry out awareness actions. To achieve a greater impact, we convinced various characters from theater, television and sports to become spokespersons and image of the campaign, and to influence Peruvians to prevent skin cancer. We implemented a powerful digital plan that included communication on various platforms - our own and those of third parties. In this way we are able to exponentially expand the scope of our message. The mobile unit of the institution - outpatient clinic - visited municipalities, buildings, police stations, among others, where they conducted screening, educational talks and delivery of information material. Outcomes: More than 900 publications in media, which obtained 389,425,940 views and an advertising investment savings of more than US $5,660,452.00 dollars. More than 200 celebrities who shared each of our messages. More than 10 thousand people who were sensitized through outdoor advertising and media. More than 100 thousand Peruvians from areas more exposed to ultraviolet rays sensitized by materials and informative talks. More than 2 million people who received our message through our official fan page. Thanks to the campaign “Prevention 365” more than 130 thousand people made for the first time a preventive skin check. That is, more than 300% of what was projected. We have understood that a well-structured communication campaign can achieve great results. Thanks to this, the League Against Cancer has helped to reduce the incidence of skin cancer thanks to the fact that more than 130,000 Peruvians were screened for skin cancer for the first time. [Figure: see text]
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