Publication Details

This conference paper was originally published as Jones, SC, Iverson, DC, Penman, A and Tang, A, A practical application of theory: using social marketing theory to develop innovative and comprehensive sun protection campaigns, in Rentschler, R and Hall, J (eds), Proceedings of At the Threshold: 2nd Australasian Nonprofit and Social Marketing Conference, Deakin University, 2005.


This paper presents the background to a large-scale collaborative project between researchers at the University of Wollongong and the Cancer Council of New South Wales, and outlines in detail the stages of the ongoing research project. The project provides the opportunity to synthesise and apply best evidence form research in marketing, mass media communication, and health behaviour change real-life campaigns for a leading industry partner. This project demonstrates the value of ongoing research collaborations between university researchers and industry practitioners in systematically applying, and evaluating, research findings to real-world programs.