Objective: High melanoma rates in Queensland, Australia suggest that sun protection campaign message content may require revision. The aim of this experimental study was to explore young Queensland adults’ sun-related exposure and knowledge level, before investigating the effectiveness of five text health messages at improving sun protection intentions.
Methods: Ninety-five young adults aged 17 to 24 years participated in the study. Most intervention content was modelled on Protection Motivation Theory. The texts allowed for the comparison of fear appeals with and without efficacy messages, health-versus appearance-based messages, and the exploration of understudied, appearance-based message content alluding to melanoma surgery scarring.
Results: Proportionally, significantly more females (60.34%) sunbathed compared to males [26.47%, χ2 (1, n = 92) = 8.55, p = .003, phi = -.33], and females (M = 16.03) had significantly greater knowledge levels than males [M = 12.81, t(89), -.3.99, p < .001, η2= .01]. There was no difference between health and appearance-based messages on participants’ sun protection intentions as assessed by the Protection Motivation Theory χ2 (5, n = 94) = 2.97, p = .704.
Conclusions: Future research should contribute to the debates surrounding fear appeals and health-versus appearance-based messages with different communication modalities. Health promotion campaigns on sun protection should target message content to audiences.