A critical evaluation of the UK SunSmart campaign and its relevance to Black and minority ethnic communities

Author:

Oyebanjo Evelyn1,Bushell Fiona2

Affiliation:

1. Health Education North Central and East London, London, UK

2. Senior Lecturer, Health Promotion and Public Health, Canterbury Christ Church University, Canterbury, UK

Abstract

Skin cancer is the most common cancer in the United Kingdom and is rising to epidemic proportions. While the majority of skin cancers are treatable, malignant melanoma kills over 2,000 people in the United Kingdom each year, with all skin cancers killing a total of more than 2,500 people annually. SunSmart, the United Kingdom’s major skin cancer public health initiative, was implemented to raise awareness about sun exposure and to promote sun safety behaviours. However, it has failed to curb the incidence and mortality rates. Furthermore, while Australia has the highest skin cancer incidence rates globally, the mortality rates are lower than those in the United Kingdom. There has also been a growing amount of evidence demonstrating ethnic disparities in skin cancer survival rates. Even though incidence rates of skin cancer among Black and minority ethnic (BME) groups are significantly lower, it is often diagnosed late, resulting in higher mortality rates. This, coupled with climate change and the proportion of BME groups expected to rise in the United Kingdom from 8% to 20% by 2051, raises public health concerns. This article aims to critically analyse the UK SunSmart campaign’s success in addressing skin cancer in the population and in particular its relevance to BME communities. It also compares this approach with the Australian campaign. This article demonstrates that Australia’s campaign has been more successful than the United Kingdom’s due to their more comprehensive application of health promotion and public health principles.

Publisher

SAGE Publications

Subject

Public Health, Environmental and Occupational Health

Reference19 articles.

1. Office for National Statistics. Cancer atlas of the United Kingdom and Ireland 1991–2000. Report, Office for National Statistics, London, July 2005.

2. Non‐melanoma skin cancer in Australia: the 2002 national survey and trends since 1985

3. Public health responses for skin cancer prevention: the policy framing of Sun Safety in Australia, Canada and England

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