Cover a brother : a health campaign to promote sun protection behaviour amongst men

• Main Authors: Toh, Crystal Bao Ning, Lee, Dionne Yining, Tan, Nicole Jeanne Min, Soo, Yun Xuan
• Other Authors: Kim Hye Kyung
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Social sciences::Communication; DRNTU::Social sciences::Mass media
• Online Access: http://hdl.handle.net/10356/66876
• Institution: Nanyang Technological University

Cover a Brother is the first male-targeted sun protection campaign in Singapore, with the aim of educating young males aged 18 to 25 on the importance of practising sun safety. It was conceptualised and executed by four final year undergraduates from the Wee Kim Wee School of Communication and Information at Nanyang Technological University. Skin cancer rates have risen by 60% over the past decade in Singapore. Of greater concern, however, were the disparities in sun protection behaviour amongst males and females. Men displayed greater behavioural resistance, and lacked knowledge on sun damage and skin cancer risks compared to women. Although skin cancer ranks higher among common cancers in males than in females, the team observed an absence of existing skin cancer awareness and sun safety campaigns directed towards men. To resolve this issue, Cover a Brother devised a strategic communications plan to engage young males on the urgent issue of sun protection. In partnership with the Singapore Cancer Society, the team launched an educational series of UV camera roadshows, outreach activities during outdoor sporting events, and a complementary online content strategy to communicate campaign messages on the risks of ultraviolet (UV) exposure. Women were urged to influence their partners and male friends to adopt sun protection behaviour. Post-campaign assessment showed positive impact on sun protection knowledge and behavioural intent amongst men. This reaffirms the campaign’s appropriate direction, suggesting a possibility for future continuation of Cover a Brother’s efforts.