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The Danish sun safety campaign |
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The Danish sun safety campaign ‘Reduce Your Sun between 12 & 3 pm' strives to make sun protection a natural and easy choice for Danes by providing them with knowledge and strategies to stay safe in the sun. It is the result of a close partnership between the Danish Cancer Society and TrygFonden – a Danish foundation.
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| There has been a dramatic increase in cases of skin cancer in the Danish population over the last 30 years |
Background
Skin cancer is the most prevalent type of cancer in Denmark today affecting 80,000 Danes on a daily basis and killing one person in Denmark every other day. Many years of unprotected exposure to UV radiation from the sun or sunbeds has led to a dramatic increase in cases over the last 30 years with more than 8000 new cases of malignant melanoma, squamous cell carcinoma or basal cell carcinoma diagnosed every year.
The good news is that prevention of skin cancer is both relatively easy and inexpensive. Improving people’s attitude to the sun can prevent more than 80% of all cases.
Main initiatives
'Reduce Your Sun between 12 & 3 pm' launches three main communication initiatives every year: 'The Sun Holiday' campaign, targeted at the approximately 1.3 million Danes, who travel abroad every year to enjoy the sun; The 'Summer' campaign, targeted at families with children; and lastly the 'Turn off the Sunbed' campaign targeted at young sunbed users and their mothers.
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| The campaign logo is a smiley wearing a sun hat |
The four sun protection guidelinesThe campaign promotes four sun protection guidelines - also referred to as the 4 S’es - that should be followed especially in the UV peak period (12 - 3 pm). They are communicated in the following order of priority:
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Siesta - seek shade
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Sun hat - wear a sun hat and use protective clothing
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Sunscreen - use sunscreen on uncovered skin
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Turn off the Sunbed - do not use sunbeds
All media campaigns make use of both PR activities and traditional and new media in order to reach as many people as possible. The campaign also focuses on public affairs and uses advocacy and PR to push for political changes at national and local level to promote a sun safe life in Denmark.
Fundraising and partnerships As a result of fundraising and partnerships with private and public partners the campaign enjoys a substantial annual budget. TrygFonden – a Danish foundation - is the main partner and donates approximately 14 million Danish kroner annually for campaign activities (approximately 1.9 million euro). This generosity has made it possible for the campaign to carry out extensive activities that target many groups in the Danish population. Other public partners include the National Board of Health, the Danish Environmental Protection Agency and the Danish Meteorological Institute.
The successful Australian SunSmart campaign has been a source of inspiration for the Danish campaign. ’Reduce Your Sun between 12 & 3 pm' has an ongoing close relationship with the Australian Cancer Societies and other international organisations, including the WHO.
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| Her Royal Highness Crown Princess Mary is patron of the sun safety campaign |
Her Royal Highness Crown Princess Mary - campaign patronThe campaign also enjoys the involvement of a high profile patron, HRH Crown Princess Mary. Growing up in Australia, Crown Princess Mary is very aware of the need to protect our skin from the damaging effects of the sun and the importance of sun safety in the fight against skin cancer. In recent years, Her Royal Highness has been actively engaged promoting sun safety in Denmark.
Documentation, evaluation and results
All information that is communicated in the Danish campaign is based on valid international research. The campaign evaluates or reports on all interventions, activities and initiatives that are implemented. Documentation and evaluation are a vital and integral part of the campaign.
Features of the Danish SunSmart Campaign
English summary of the Danish sun survey 2008
Sun bed use in the Danish population 2007
Contact information
Line Rasmussen
Sidst ændret: 26-08-2010
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