Social Marketing Conference: Changing Behaviour Through

Communications

30 November 2011

www.charitycomms.org.uk

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Influencing the behaviour of the T4 Crowd

Wednesday 30th November

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SunSmart overview

•SunSmart is the UK's national skin cancer prevention campaign. We provide evidence-based information about skin cancer and sun protection.• Funded by the Department of Health.• Run by Cancer Research since 2003.

• A public health campaign made up of four key elements: research, public communication, professional support and policy development.

12/1/2011

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Skin Cancer Background

• Skin cancer is one of the most common cancers in the UK and the number of people who develop it is increasing.

• Most skin cancers are caused by too much ultraviolet (UV) radiation - the kind found in sunlight and sunbeds. These cancers could be prevented if we protect ourselves from over exposure to these rays.

• Rates of melanoma have risen faster than for any other cancer in the UK

• Melanoma is one of the few cancers to affect young adults and is the second most common cancer amongst 15-34 year olds

• 11,767 cases of melanoma in the UK each year• 2,067 deaths in the UK each year

1 December, 2011

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Each year different focus on high risk target group

2008/2011 – Teenagers and Young Adults2007 – SunSmart Advice for holidaymakers2006 – Men and Outdoor workers2005 – New resources for schools2004 – Kids Cook Quick2003 – Launch

Why focus on young people?• Each day more than two people under 35 in Britain are diagnosed with

malignant melanoma – the deadliest form of skin cancer

1 December, 2011

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SunSmart Activity 2011

•Press & PR – 1061 articles April 2011 to Oct 2011•T4 Campaign – Behaviour change campaign encouraging 16-24 year olds to avoid sunburn (Nicola Roberts, T4 on the beach)•Schools – 1,200+ schools requested a Sun Protection pack•Sunburn literature – 200,000+ leaflets picked up in target locations• Local support – engagement with wide variety of cancer networks and PCTs across England•Partnerships – wide range of corporates and health charities•Policy Agenda – Sunbed legislation,

Presentation title Title slide layout – option 1Date

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Why T4OTB?

• Right target audience (16-24yrs)

• Right atmosphere (fun, social, semi-responsible)

• Right location – beach, outdoors, summer

• Longevity into summer 2012

• Ability to be utilise and exploit PR opportunities

1 December, 2011

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Core insight was based on:

They live in the here and now, so...Being as immediately relevant is crucial to change behaviour

1. We need to be there at the heat of the moment, when it is easier for them to understand the impact of the sun

2. Have a presence throughout the summer

1 December, 2011

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Planning and the briefObjectives:-• Increase target audience’s positive attitudes towards protecting from

sunburn• Increase in target audience reporting protecting themselves from

sunburn• Reduced sunburn incidence amongst target audience

Core audience is 16-24 C2DE and then wider 16-24 audience

Core messages:• Be SunSmart – enjoy the sun safely• Sunburn Fades, but the damage remains• Protect yourself from sunburn – cover up, relax in the shade and dont

forget sunscreen, even in the UK

1 December, 2011

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Campaign planned around multiple integrated touch points

Advertorials1.2million reach

35% of women 16-24

T4 Event & Hub & On-air6 on-air mentions in build up

Special T4 hub area

UniversalNicola Roberts support

Online ads and digital seeding

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Three Key measurement areas

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1. Reach Impact delivered by T4, advertorial coverage, Digital Reach (UUs)

2. Engagement Number of interactions at T4OTB,Competition entries, digital engagements

3. Attitude and behaviour change Replication of SunSmart survey questions conducted by CR-UK

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Use of Nicola Roberts why?

• Nicola was an ideal match for the SunSmart brand – high profile, publically involved in skin health issues, young/right skin tone

• She has recently launched a solo career, a new single and a new album so was very much in the public eye this year

• We used the ‘Beat Of My Drum’ single as the music bed on the SunSmart videos

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Nicola Roberts – the agreement

• Pro-bono support – history of interest in this issue• Agreement with Universal music to film Nicola Roberts and

create 3-4 videos• Universal to supply additional social networking support all

produced and designed by Universal: 1 x Twitter message

5 x Facebook messages3 updates of Nicolarobertsmusic.comemail to Nicola Roberts fan base

• Use of her images from photo shoot at video shoot and quotes within print advertorials in women’s magazines and on branding at T4 and TV indents

1 December, 2011

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Campaign Activity: Nicola RobertsMuch of the campaign centred around the high profile involvement of Nicola Roberts who:

• filmed 4 videos promoting SunSmart behaviour

• was featured and quoted in 5 advertorial articles in popular weekly magazines giving SunSmart fashion advice

•used social and online media to promote the campaign to her fans and followers

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•The ‘sessions’ stage at the festival was rebranded ‘SunSmart sessions’

• The stage screens played Nicola Roberts’ SunSmart videos between acts

• There was a SunSmart area with shade and a taxi turned into a photo booth

• Sunscreen and branded hats weredistributed to attendees

• SunSmart ambassadors and a cancer nurse were availableto talk to

Campaign Activity:T4 On the Beach (T4OB)

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Reaching 28,452 of her Facebook fans / Team Gingers with two posts

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Use the Headers and Footers command to alter this text.by MediaCom, 00.00.0000

Presentation Title Here

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On-site learning's for future event planning

• Overall the event aspect of the campaign was very successful

• Crowds welcomed CRUK’s presence and the free sunscreen samples as did the festival organisers

• Perhaps a role going forwards in providing more of a service to summer youth festivals to prevent sunburn as part of a partnership

• CRUK could have a smaller area presence to save budget to activate at more festivals

• Savings to be made by getting partners on board for samples and investigating sale/ donation opportunities

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• A SunSmart ‘hub’ was created on the T4 website, including SunSmart information, videos, and competitions.

• The photos from the Taxi at the event uploaded to a T4 online ‘rogues gallery’.

• Burn prevention messages were included in on-air links by T4’s presenters.

• SunSmart indents were inserted into the TV coverage of T4OB highlights.

• Mentions on T4 and Channel 4 social media.

1 December, 2011

Campaign Activity: link with T4

Summary of key behaviour and intention findings from Research Works at T4 on the Beach, Weston Super-Mare (10th July 2011)

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Overall Reach:

•672,563 video views•20,000+ visitors to the T4 SunSmart Hub•35,000 exposed (in various ways) to campaign at T4 On the Beach•439,680 T4 viewers aged 16-24 when presenters made SunSmart links•35% coverage of women aged 16-24 in circulation of 5 weekly magazines carrying advertorials (1,232,000 young women)•28,932 ‘click throughs’ to SunSmart hub across campaign online advertising (including Facebook, midpage ads. etc)

1 December, 2011

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Reach: Activity at T4OB

1 December, 2011

[hs1]Do we know what proportion of attendees were in target age group?

Interaction with the Feel the Summer campaignVolume of T4OB attendees

engaged

viewing CRUK TV content at the event 35,000

hearing sun safety messages from stage 25,000

seeing SunSmart branding of the stage 10,000

seeing the SunSmart branded area 5,000

receiving sunscreen 4,300

receiving SunSmart advice/speaking with

ambassadors

3,225

receiving a SunSmart hat 1,000

having a photo taken in the SunSmart photo-booth

taxi

1,000

hats & sunscreen distributed in celebrity VIP area 50

celebrities interviewed by SunSmart 20

[hs1]Do we know what proportion of attendees were in target age group?

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T4OTB Survey findings.

Pre and Post campaign survey found:(IPSOS MORI, 2 samples of 330 UK adults aged 16-24)

• 85% of 16-24’s say they protect themselves in some way from the sun/sunburn. (Post)

• 6 of 10 recalled seeing sun awareness messages in summer 2011. The top 5 messages identified were: ‘use sunscreen’, ‘protect yourself from sunburn (even in the UK), ‘don’t burn’, and ‘be SunSmart’.

• Pre-campaign people were asked to reflect back on summer 2010 and 54% had been sunburnt at least sometimes. The post-campaign found 41% of people had burnt at least sometimes in summer 2011.

T4 On the Beach Event Survey found: (ResearchWorks sample of 181 16-24’s at T4OB. Half had seen the campaign):

• 75% of respondents who had seen the campaign at the event intended to wear sunscreen in the future compared to just 52% of respondents who had not seen the campaign.

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Learning

• Young people are aware of sun protection messaging and do try to protect themselves from sunburn, most commonly by using of SPF 15+ sunscreen.

• Despite feeling they protect themselves a majority still burn on at least a semi-regular basis.

• Engaging young people at the music festival worked well. Large numbers interacted with SunSmart and there seems to have been a positive impact on their future intentions to protect themselves from sun.

• However a risk that the ‘Don’t burn’ message is interpreted as simply ‘wear sunscreen’.

1 December, 2011

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Next steps

• Still much to be done to tackle Sunburn• Great challenges with projection figures of malignant

melanoma• Future funding is uncertain, but being sought for 2012• Partnership opportunities – Festival organisers, SJA,

corporates, London 2012 events• Sunbed Influencers Project• Early Detection of skin cancer 50+ (GP toolkit)

1 December, 2011

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