Background:
SunSmart Victoria’s Don't Let Cancer In campaign aimed to promote sun protection behaviours among Victorian adults aged 30-49 years. For the first time, campaign development incorporated culturally and linguistically diverse (CALD) groups. Considering population demographics and skin sensitivity profiles, the Mandarin and Punjabi language groups were chosen as secondary target audiences. This qualitative research aimed to understand their knowledge, attitudes and behaviours towards sun protection and evaluate campaign messages and materials.
Method:
Five online discussion groups were conducted with 4-6 participants each, segmented by language and gender. Participants were recruited via a mix of market research panels and in community recruiting. A semi-structured interview guide and campaign creative stimulus were used to guide discussion.
Results:
Insights suggest that Mandarin and Punjabi speaking language groups have mixed understandings of, and compliance with, sun protection behaviours. Approaches to sun protection varied from complacent to diligent, but were mostly based on perceptions of heat rather than the UV radiation level. Some gender differences were evident.
Overall, responses to campaign materials were positive; campaign materials conveyed new information and provided a powerful reminder about the importance of using sun protection. Recommendations to improve impact included using simplified and singular messaging, and adding culturally relatable outdoor activities.
Conclusions:
Findings indicate that Mandarin and Punjabi language groups require further education around UV and sun protection. This presentation will summarise the key findings used to inform campaign creative, and share insights into engaging CALD audiences with sun protection messaging, highlighting the key learnings and associated challenges.