Keeping the old with the new: Combining social media and traditional information dissemination strategies for Anyone Can Get Skin Cancer

In the United States, skin cancer, while less common among people with darker skin, is often detected at later or advanced stages. The National Cancer Institute (NCI) sought to raise awareness of the risk for skin cancer among people with darker skin and to dispel the belief that only people with light skin are at risk for skin cancer. An “environmental scan” confirmed there was very little content available on this topic. To fill this need, NCI developed Anyone Can Get Skin Cancer, which highlights risk factors, prevention behaviors, and early detection of skin cancer, and was designed for and tested among minority audiences. The effort also targets health professional and advocacy groups who serve these audiences. The products developed were a hard-copy brochure, webpage, video, and content for radio and newspaper features. These materials were promoted through traditional communication channels such as print, radio and television, as well as web-based media channels such as Facebook, Twitter, e-mail, and electronic newsletters. As a result of the promotion efforts, 218 English and Spanish radio stations and 99 ethnic newspapers featured the content. The video garnered 860 views on YouTube, and Twitter generated over 2,000 tracked visits to the webpage. In the first six months of distribution, 11,000 brochures were ordered by 800 different hospitals, treatment centers, and health professionals across the US. Both traditional and web-based media were vital for success in disseminating Anyone Can Get Skin Cancer content.