GOT BULBS? Get Cancer!: A University-Community partnership health education campaign for the prevention of skin cancer in college students

Between 1980-2004, the U.S. annual incidence of melanoma among young women increased by 50%, from 9.4 to 13.9 cases/100,000, of which indoor tanning is a main contributor. Data analysis revealed that Sacramento, CA has approximately the same number of tanning salons as McDonalds and Starbucks locations. Though many skin cancer awareness campaigns exist targeting the general public, no known campaigns exist that specifically focus on skin cancer risk from indoor tanning on CA college campuses. In 2010, Community Based Participatory Research (CBPR) project was initiated in partnership between California State University, Sacramento and the CA Comprehensive Cancer Control Program. The purpose was to increase awareness and knowledge levels in college students about skin cancer risk specific to indoor tanning. More than 500 students participated in designing message framing, campaign slogan, resource tools, and specific presentation of information to be included in a formal presentation. Student participants received all campaign materials through two venues: 1) tabling in the university quad/health center; or 2) at the campus wellness fair. Participants were able to view existing solar damage on their face using a Derma Scan. Results indicated that the Derma Scan was a powerful tool in the improvement of student knowledge around solar cellular hidden damage of the face. In addition, the majority of participants sought basic skin protection information specifically on sunblock vs. sunscreen, waterproof lotions, application frequency etc. Modifications to the campaign were made to include this health education information for roll out to all CSU campuses.