Branding: an adolescent sun protection perspective

Authors

Melissa Lynch, University of WollongongFollow
Sandra C. Jones, University of WollongongFollow
Lyn Phillipson, University of WollongongFollow

RIS ID

21494

Publication Details

This conference paper was originally published as Lynch, M, Jones, SC and Phillipson, L, Branding: an adolescent sun protection perspective, Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 2007,1662-1670.

Abstract

Australian adolescents are consistently found to exhibit low levels of adherence to sun protection guidelines, resulting in high levels of skin cancer incidence in later life. Given the importance of image, appearance, and peer approval factors in adolescent sun protection, this study sought to examine adolescents’ perceptions of the “sun protection brand,” its competing brands, and possible complementary brands. A series of 14 focus groups were conducted with adolescents in Years 9 and 10 (junior high school), and the results are examined in the context of potential branding-related marketing strategies to overcome some of the barriers to sun protection.