1. Love Your Skin Shortlisted HSJ Awards 2011 for Best Social Marketing Project

3. Tanning Teen Profile Lauren is 17 and is studying beauty therapy at Exeter College. She loves living in Devon and often goes to the beach at weekends with her mates. When exam time comes around, revises while lying out in the sun on campus with her friends. She reads Heat magazine and watches X-Factor and Glee. She cares about her appearance; Cheryl Cole and Nicole Scherzinger are her role models. She’s naturally fair but thinks its worth burning to get a tan. She’s tried fake tan but had a bad experience with it streaking, so either sunbathes or uses sunbeds to get the tan she craves. This summer she’s going to Spain with her family and then to Newquay with her friends for a music and surfing festival.

5. Total Planning Process “

6. Strategic Scoping Process Consumer Literature and intervention review (qualitative & quantative) Cancer Awareness Measure Competition and exchange stakeholder workshops Segmentation

7. mothers of young children and childcare providers parents of school-aged children teenagers outdoor workers sports and leisure participants and spectators older people (early diagnosis)

8. Intervention Mix Environmental Health Love Your Skin Know Your Skin Pharmacy training Tutor and peers training Carers check Active Devon Legislation Events guidance

9. Love Your Skin

10. Behavioural goalsBehavioural steps Increase knowledge of skin cancer Reduce use of sunbeds (timed with legislation) Increase intention to adopt safe sun behaviour Complete pre and post evaluation form Participate in consultation Increase SPF factor Seek shade Wear a hat Take action not to burn Based on actionable insights

11. Marketing mix Tutorial, high footfall areas Word of mouth, intranet, digital screens, tutors Offer of fun experience and how to avoid the streaks Mini – consultation ProductPrice PlacePromotion

12. 30 students pre-tested evaluation forms Trained in the UV scanner Designed consultation resource Session evaluated. Behaviour change. Use training experience to inform campaign Students ran college- wide campaign Reach 100 students + staff + unmeasured onlookers

13. Results Training (Phase One) 25% increase in agreement “Protecting myself from too much sun is important to me” 9 respondents in the group who had used sunbeds in the past, only 1 still intended to use sunbeds after the session Increase in the number of actions that participants said they would take to protect themselves in the sun. Campaign (Phase Two) 99 students aged 19 and under, and 38 students and tutors aged 20 and over (137 in total). Increase in the number of actions that participants said they would take to protect themselves in the sun. Number intending to use sunscreen of SPF 15 or above in the UK increased by 19%, Number intending to use sunscreen of SPF 15 or above abroad increased by 13%

14. Savings £536,000 per year to diagnose and treat approx 246 diagnoses of malignant melanoma £2,373,000 to diagnose and treat 2065 cases of non-malignant melanoma 30% dermatologists workload One-third of all NHS plastic surgery Cost of intervention delivery less than 1 diagnosis as current tariff Costs approximate according to NICE Guidelines

15. Key successes Curriculum – rewarding for the beauty students – motivated and gained skills. Peer-led Delivered within existing resources – pooled resources with partners Fun! Replicable, doable, sustainable, cheap