SunWise : promoting proper sun protection habits among children

Abstract

SunWise is a pioneering public health communication campaign that empowers parents as influential figures to cultivate proper sun protection habits among their children. With a digital-focused outreach and adoption of gamification as the core messaging framework, SunWise achieved significant changes among its target group. Based on quantitative post-campaign analysis, behavioural variables exceeded targets by over 60%, largely attributed to significantly reduced perceived barriers (by 30.05%) due to gamification. As a whole, SunWise amassed a total of 475,103 reach, impressions and engagements across both online and offline platforms, garnered more than 500,000 earned impressions from online media coverage and accumulated a total of $72,000 in PR value. To do so, the team was guided by an adapted Health Belief Model and conducted intensive quantitative baseline (n = 171) and post-campaign surveys (n = 110), as well as qualitative in-depth interviews with 10 parents. SunWise also formed strategic partnerships with Singapore Cancer Society and Sunplay Singapore to support the campaign’s pillars. This paper details the campaign’s process and achievements, as well as the significance of various constructs of the HBM, namely perceived barriers, perceived severity and cues to action when looking to tackle similar issues in the future.