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

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 Infor...

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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:
Online Access:http://hdl.handle.net/10356/66876
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-668762019-12-10T14:36:35Z Cover a brother : a health campaign to promote sun protection behaviour amongst men Toh, Crystal Bao Ning Lee, Dionne Yining Tan, Nicole Jeanne Min Soo, Yun Xuan Kim Hye Kyung Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication DRNTU::Social sciences::Mass media 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. Bachelor of Communication Studies 2016-05-03T03:23:26Z 2016-05-03T03:23:26Z 2016 Final Year Project (FYP) http://hdl.handle.net/10356/66876 en Nanyang Technological University 248 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Social sciences::Communication
DRNTU::Social sciences::Mass media
spellingShingle DRNTU::Social sciences::Communication
DRNTU::Social sciences::Mass media
Toh, Crystal Bao Ning
Lee, Dionne Yining
Tan, Nicole Jeanne Min
Soo, Yun Xuan
Cover a brother : a health campaign to promote sun protection behaviour amongst men
description 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.
author2 Kim Hye Kyung
author_facet Kim Hye Kyung
Toh, Crystal Bao Ning
Lee, Dionne Yining
Tan, Nicole Jeanne Min
Soo, Yun Xuan
format Final Year Project
author Toh, Crystal Bao Ning
Lee, Dionne Yining
Tan, Nicole Jeanne Min
Soo, Yun Xuan
author_sort Toh, Crystal Bao Ning
title Cover a brother : a health campaign to promote sun protection behaviour amongst men
title_short Cover a brother : a health campaign to promote sun protection behaviour amongst men
title_full Cover a brother : a health campaign to promote sun protection behaviour amongst men
title_fullStr Cover a brother : a health campaign to promote sun protection behaviour amongst men
title_full_unstemmed Cover a brother : a health campaign to promote sun protection behaviour amongst men
title_sort cover a brother : a health campaign to promote sun protection behaviour amongst men
publishDate 2016
url http://hdl.handle.net/10356/66876
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