Preventing skin cancer through mass media: process evaluation of a collaboration of health promotion agencies

Abstract

Nine health authorities and one Trust across two health regions in Northern England formed a consortium to develop a mass media campaign to reduce incidence of skin cancer. Children and their carers were the main target of the campaign, which featured the development of a local television advertisement. This paper is devoted to the process evaluation of the development of the consortium and the campaign, that is the degree to which the working methods were successful, as judged by all of the professionals involved, and by an external evaluation team. Overall success was the majority verdict, with many participants reporting great satisfac tion with the collaborative working process. Some problems of com munication and decision-making are noted, and recommendations are offered for future collaborative ventures.