202412 Implementation of SCREEN: Formative and Impact Evaluation Findings

Tuesday, November 10, 2009: 5:15 PM

Steven Godin, PhD, MPH , Community Health Education Program, East Stroudsburg University, East Stroudsburg, PA
Marc Katz, MPH , Hunterdon County Cancer Coalition, Hunterdon County Health Department, Flemington, NJ
Deb Levinson, MPA , Ocean County Cancer Coalition, New Solutions, Inc., New Brunswick, NJ
Project SCREEN (Skin Cancer Reduction - Early Education Network) is a CDC funded sun safety program that was conducted in summer of 2008 at 17 community locations (i.e., community pools/lakes, summer camps, and beaches) within seven counties in New Jersey. SCREEN uses a train-the-trainer model where lay professionals (i.e., camp counselors, lifeguards) use social marketing materials to improve sun safety literacy and engage children and their caretakers towards improving sun safety behaviors. Pre-post sun safety literacy surveys collected on 121 children demonstrated a 23% improvement in scores for those sites that adhered to the program guidelines (T= 4.7; p<.001). Furthermore, 338 caretakers were also found to achieve between 8% to 14% improvements in sun safety literacy (F= 4.2; p < .01). While reported use of sunscreen did not significantly increase in the post-assessment, application of sunscreen to specific body locations (neck, back, feet, ears) did improve (ChiSq=7.3; p<.007 to ChiSq=16.6; p<.001). Caretakers also reported improvements in children wearing clothing for "covering up" (ChiSq=3.7; p<.05), and use of lip balm with SPF15+ (ChiSq=4.3; p<.04). A number of lessons were learned in our first year of implementation regarding effectiveness of the social marketing materials. Qualitative interviews provided insights as to which materials remained effective throughout the summer versus which materials became stale within weeks after introduction. The authors will provide recommendations regarding how to use social marketing materials to shift specific sun safety messaging from early summer to different messaging as the summer continues.

Learning Objectives:
To identify factors that lead to successful implementation of a multi-site social marketing intervention to improve sun safety behaviors in children and families; To compare different strategies effective in implementing sun safety interventions in schools, community pools/lakes, summer camps, and beaches; To formulate changes needed in social marketing strategies during early vs. late summer to impact sun safety behaviors and attitudes.

Keywords: Cancer Prevention, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have 25 years experience in planning and evaluating population based prevention programs. I am a public health professor, and the program director of a CEPH accredited MPH program.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.