California's CCCP Skin Cancer Additional Program Proposal

Project Abstract: Skin Cancer Prevention Implementation in California

Skin cancer, by far the most common cancer afflicting California residents, is chiefly caused by contact with ultraviolet (UV) radiation from the sun.  The goal of the five-year project is to increase awareness and practice of sun-safety behaviors linked to reducing skin cancer risk among California residents. 

Recommended sun-safety practices all serve the purpose of placing a barrier between individuals and the sun.  These behaviors include: 1) covering up by wearing a wide-brimmed hat (possibly with added side and back flaps), long clothing, and UV-protective sunglasses; 2) applying sunscreen to exposed skin; 3) staying under shade (trees and structures); or 4) remaining indoors between 10 a.m. and 4 p.m.  Though light-skinned persons are at highest risk for skin cancer, anyone can get this disease. 

To make the best use of the funding provided, the project is directing its focus at pre-adolescents and their parents, along with outdoor workers.  Children tend to spend more time outdoors, exposed to harmful UV rays, than most adults do who work indoors.  Parents with young children are in a position to encourage and assist their young ones to adopt sun-protective lifestyles.  Finally, outdoor workers, by default, daily spend many hours in contact with sunlight.

The project includes six core objectives:

1. Integrate skin cancer prevention measures within preschool and child care settings:  This will include distribution of a sun-protection education module to at least 400 preschool and child care sites.  Awareness raising activities will include placement of sun-safety print articles and advertisements in magazines for preschool staff, along with presentations given at childhood conferences and meetings.



2. Educate parents to protect themselves and their children from UV rays:  Print advertisements and articles will appear in 10 parenting or family magazines.



3. Incorporate sun-safety interventions at outdoor work sites:  Project staff will disseminate a skin cancer prevention education and policy kit to 400 outdoor-based businesses.  Awareness raising activities will include placement of sun-safety magazine print advertisements and articles, along with presentations given at outdoor occupational conferences and meetings.



4. Provide adjunct materials to support sun-safety instruction in elementary schools:  Project staff will conduct a sun-protection poster contest in at least five elementary or junior high schools.  A Skin Cancer Prevention Week – Elementary School Kit will be prepared and pilot-tested in six school classrooms.



5. Implement a skin cancer prevention media campaign: An existing skin cancer prevention media paid spot will play on two television stations for a total of 198 runs and 4.62 million impressions (total times heard by all listeners).  A separate existing media piece will play 87 times on one radio station resulting in 612,000 impressions.



6. Evaluate sun-safety practices of California children, ages two through thirteen:  Incorporate 7 sun-protection questions into the telephone Behavioral Risk Factor Survey (BRFS).  BRFS will be conducted with at least 1,000 households to determine how consistently kids live sun safe.