Authors
Lee Yining Dionne, Nicole Jeanne Tan Min, Soo Yun Xuan, Crystal Toh Bao Ning
Supervisor
Asst Prof Kim Hye Kyung
Year
2016
Abstract
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 practicing sun safety. Men displayed greater behavioural resistance, and lacked knowledge on sun damage and skin cancer risks as compared to women. 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.
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http://hdl.handle.net/10356/66876