The 1980’s saw the realisation that skin cancer incidence and mortality were on the increase. Relatively little was known or understood about the causes, risks and consequences by the general population and it was apparent that something had to be done to turn this worrying trend around. With this goal in mind a partnership of local government, trade unions, dermatologists, education systems and schools launched what was to become one of the most successful health awareness campaigns of all time.
Ask any Australian who grew up in this era what ‘Slip! Slop! Slap!’ means and without hesitation they’ll answer, “Slip on a shirt, Slop on some sunscreen and Slap on a hat’, they may even start singing the rest of the advertising jingle. This simple and catchy message from what is now known as SunSmart Australia is still as relevant and successful today.
The ‘Slip! Slop! Slap!’ program was built on the back of psychological and behavioural research with the underlying intention of instigating a fundamental shift in behaviour based on education and awareness. By that token, it was an unmitigated success. ‘Slip, Slop, Slap’ is still being adopted, adapted, referenced and even implemented internationally almost 30 years later, with ‘…Seek! Slide!’ (‘Seek out the shade’ and ‘Slide on some sunglasses’) added to round out the skin cancer preventative behaviour it promotes.
Throughout the 1980’s ‘Slip, Slop, Slap’ evolved into Sunsmart Australia. Leveraging the awareness and relationships built earlier and carry on the work of increasing national understanding to bring about structural change. This was perhaps most apparent in the work Sunsmart carried out with primary schools through their “Sunsmart Schools’ program. Through it, Sunsmart not only educates school children on the risks of skin cancer, but encourages and assists the school in implementing changes that allow them to ‘practice what they preach’ by building shaded play areas and including wide brimmed hats as a compulsory part of school uniforms, for example.
With the goals of education, awareness and even structural change largely achieved, Sunsmart have shifted to messages that reinforce the preventative behaviour and remind, encourage and shock viewers into acting on the information that they now have. They put their success down to consistency, continuity, research and evaluation. By remaining visible, vocal, up to date and relevant they have succeeded in evolving a nation’s attitude to the outdoors to include a healthy and necessary dose of respect.
However, the success of SunSmart is not only apparent in the broad reach and recall of their campaigns. Incidences of Basal Cell Carcinoma and Squamous Cell Carcinoma have actually decreased and many more cases have been diagnosed earlier and in easily treatable stages. With melanoma incidence still on the increase, Sunsmarts work is vital in continuing our eduaction and leadership in skin cancer awareness and prevention.
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