CAMPAIGN PROPOSAL

PREPARED FOR: AMERICAN CANCER SOCIETY

PREPARED BY: INSIGNIA AGENCY

Table of Contents

Agency Name

o Mission

o Past Client 1

Biographies . 2

Executive Summary .. 6

Client Background .. 6

S.W.O.T. . 8

Situation Analysis 9

Secondary Research Analysis . 10

Audience Research and Analysis . 11

Primary Research .. 11

Goals/Objectives/Strategies Tactics . 16

Brochure .. 18

Calendar 19

Budget 20

Evaluation 21

Work Cited . 23

Appendix 24

Agency Name: Insignia public relations is committed to providing our clients with the opportunities to create their own signature brand. We strive to provide our clients with a variety of services that build their reputations through traditional and contemporary media. Our diverse team of trusted professionals provides measurable solutions and guidance to ensure the success of our clients.

Mission: Transforming an image into a brand.

Sample of Past Clients: American Heart Association, American Diabetes Association, Blue Cross Blue Shield, Prosperity Bank, Indiegogo, Nationwide, Atlantic Coast Bank and Best Buy

Agency Staff Biographies:

Katie Jackson

Katie Jackson has worked for Insignia for five years and is now Insignias director of account planning and strategy. Her work at Insignia focuses on the overall vision of the project such as the goals, objectives and strategies. Katie devotes time to each individual clients need. Some of the clients she has managed at Insignia include: The American Diabetes Association, The American Heart Association and Wounded Warrior Project.

Katie received her accreditation in public relations from the Public Relations Society of America and is a certified public relations counselor by the Florida Public Relations Association. She attended Florida State University where she earned her Bachelor of Arts in public relations. After graduating from Florida State University, Katie attended the University of Miami and graduated with her Master of Arts degree in public relations.

Before working for Insignia, she worked for One Spark a non-profit based company in Jacksonville, Florida. At One Spark, she started as a communication intern, became the social media manager and ended her journey as the director of public relations. The years that she worked for One Spark have given Katie a passion for serving non-profit clients. In her free time, she enjoys volunteering for non-profit companies.

Brittany Green

Brittany Green is a high-energy outgoing public relations professional. Brittany is a dedicated staff member and has a passion for fighting against cancer. To prepare for this position, Brittany earned a Bachelor of Science in communications with a concentration in public relations from the University of North Florida.

As a public relations specialist, Brittany Green is responsible for social media projects, donation request letters and the distribution of news media which include: print, electronic, broadcast and digital communications. She is also responsible for creating external messaging and prepping staff to swiftly respond to the news media for interviews.

Prior to joining Insignia, Brittany gained valuable experience volunteering for the University of North Floridas Relay for Life Event. As a senior committee member, Brittany was responsible for managing the event's finances. In her spare time, Brittany finds time to crochet 9x9 squares for Pink Battle Warriors, a non-profit organization that aids chemotherapy patients. In addition, Brittany volunteers for Halloween Doors and More held at the Jacksonville Fair Grounds each October. She also supports Operation Gratitude. There, she writes letters and provides care packages for soldiers.

Brittany does an excellent job of managing her time between her roles as a public relations specialist for Insignia and a volunteer. Her long-term plans are to continue to be highly active in the community and to have a positive impact on society.

Ally Jarjour

Before joining the Insignia team, Ally Jarjour worked as a director of public affairs for the outdoor apparel company Backcountry, based in Salt Lake City, Utah. She interned for Backcountry after graduating from the University of Washington. Soon after, she was offered a position. At Backcountry, she helped build and maintain positive relationships with the local community and implemented strategies, programs to develop partnerships with public officials and numerous foundations. Once deciding to move back to her home state of Florida, she joined the Insignia team as a public relations account manager. She helps develop strategies to generate media coverage for the brands and companies Insignia represents. Through innovation and creativity, Ally believes the team can help its clients gain both the attention and trust from their desired publics.

Amanda Taramona

Amanda Taramona is a certified public relations specialist. She received her accreditation through the Public Relations Society of America. Amanda graduated with her Bachelor of Science in communication from the University of North Florida. Afterwards, she pursued dual masters degrees in public relations and advertising from Boston University.

Before receiving her strategic marketing job at Insignia Public Relations, Amanda was the vice president of communications for Warner Bros. Through hard work and dedication she worked her way up to the corporate level. Amanda has always had a love for small business and believed in working for a company who helps others. After eight years with Warner Bros, Amanda was hired as a strategic marketer for Insignia in 2013. As the strategic marketer, Amanda creates and maintains budgets, plans client events and distributes marketing materials. She has worked with clients such as American Airlines, American Heart Association, Atlantic Coast Bank, Best Buy and Indiegogo.

Collin Pearson

Collin Pearson is a committed public relations professional who has a knack for detail and takes pride in his work. Collin was a recipient of the esteemed Rhodes scholarship when he attended The University of Oxford in England and received his Bachelor of Science in communication. After receiving his Master of Arts in business administration, he immediately went to work for Forbes Magazine where he became a Pulitzer Prize-winning journalist in feature writing. After much consideration, Collin decided to make a career change to public relations. He is now the director of media relations for Insignia PR. He is responsible for managing communication between clients and various media outlets through the use of press releases, media events and broadcasts. He ensures optimum media coverage for the client.

Dalton Carter

As a public relations specialist, Dalton Carter oversees a wide range of Insignia's client services concerning public relations, media relations, marketing management, account management and corporate communications. Dalton is an avid believer in the importance of understanding an audience's needs and wants, their core beliefs and values and public perceptions. Before joining Insignia, Dalton served as an account director at Web.com in Jacksonville. At Web.com, Dalton improved client images by fostering professional relationships and managing each client's business website. Dalton is a proactive member of the Insignia team and has devoted a great deal of his time towards helping clients manage a wide range of scenarios.

Executive Summary:

Skin cancer is the most common form of cancer in the United States with melanoma being responsible for 75 percent of all skin cancer-related deaths. It is especially problematic in Florida, the sunshine state, where outdoor recreation is a popular pastime. The goal of this campaign is to educate our target audience about the risks of melanoma and the necessary precautions to take to decrease their chances of developing skin cancer.

The campaign targets men between the ages of 20-30 and women between the ages of 15-29 living in Jacksonville Beach, zip code 32250. The campaign slogan Practice Safe Sun, has a youthful edge and will be used as a hash tag/tagline to help promote awareness through social media and traditional media platforms. We will be holding social media contests for giveaways related to skin and sun protection. Insignia will be hosting a surf competition with the help of sponsors to garner the attention of our publics. We will also be hosting a screening with Blue Cross Blue Shield to raise awareness of the importance of getting screened.

Insignia has conducted primary research and utilized secondary research to tailor this campaign to the appropriate publics. We will compare pre and post survey responses to help measure the success of the campaign after it has finished.

Insignia wants to raise awareness of the importance of skin cancer prevention for men and women. A skin screening once a year by a physician is the best way to make sure your skin is healthy and stays healthy. Following these habits will help keep your skin protected and minimize the sun's dangers. Skin cancer is highly treatable if detected early.

Client Background:

The American Cancer Society (ACS) was founded in New York City in 1913 by a group of 10 doctors and five citizens. During its founding, it was called the American Society for the Control of Cancer (ASCC). Due to the lack of knowledge about cancer treatment, at that time, cancer diagnosis meant certain death. As a result, cancer was rarely mentioned in public out of widespread fear.

Doctors sometimes opted not to tell their patients about their diagnosis and patients often didn't tell their families and friends they had been diagnosed. The members of the American Cancer

Society understood that raising public awareness about cancer would be instrumental in forwarding research and developing treatments.

In 1936, Majorie G. Illig, an ASCC field representative and chair of the General Federation of Women's Clubs Committee on Public Health created a group of volunteers whose purpose was to wage war on cancer. The Women's Field Army was a huge success recruiting about 150,000 cancer conscious people near the end of 1938. The Women's Field Army helped the American Cancer Society become a household name for voluntary health organizations.

Since 1946, the American Cancer Society has invested more than $4 billion in cancer research. In 1947, the American Cancer Society began their famous cancer signals campaign in an effort to educate the public about the early signs and symptoms of cancer. In the 1960s and 70s, the American Cancer Society's reach expanded even farther. They were a driving force in the development of the Surgeon General's report linking smoking with cancer. This confirmation laid the foundation for early tobacco control efforts which continues to save lives today.

With the help of millions of supporters, the American Cancer Society saves lives by helping people get well and stay well by finding cures to fight back and eliminate cancer. Headquartered in Atlanta, Georgia, the American Cancer Society has offices in 11 different regions throughout the country to ensure that they serve every community. Today, there are more than 14 million people alive in the United States who have survived their battle with cancer. According to www.cancer.org, more than 400 lives are saved each day. The ACS promises not to rest until they win the fight.

In its early years the American Cancer Society used its famous Sword of Hope symbol. Today, the symbol is part of the organization's logo. The caduceus that forms the sword's handle emphasizes the medical and scientific elements of the American Cancer Society's work. One serpent represents the healing of the sick, while the other represents the creativity of the healthy. The American Cancer Society's activities include allocating funds to researchers, program services, running public health advertisement campaigns and organizing events such as the Great American Smokeout and Relay for Life. The American Cancer Society also operates a variety of thrift stores to raise money for its activities.

Top competitors in the health care sector include other fund-raising organizations and social assistance organizations such as the American Heart Association, Cancer Research Foundation, Cancer Research UK and The Society of Clinical Oncology. Numerous criticisms have risen against the American Cancer Society claiming that the controversial Committee on Unproven Methods of Cancer Treatments has blacklisted many understudied natural treatments in an

effort to keep profits leaning towards pharmaceutical companies. Though competitors have claimed an appearance on this list likely means their treatment's failure, allegations have been questionable.

S.W.O.T.:

Strengths:

The American Cancer Society and Insignia Public Relations can share positive reputations, experiences and connections.

The $25,000 donation made to the American Cancer Society First Coast Area.

The statistical data and consumer testimonies that exemplify the negative impact that skin cancer can have on an individuals life.

The copious amount of primary research done prior to the start campaign.

Weaknesses:

This is the first time that The American Cancer Society and Insignia Public Relation have worked together.

Equally balancing efforts towards fundraising and educating people about skin cancer can be difficult.

Opportunities:

Jacksonville, Florida offers a great opportunity to market towards people who frequent Jacksonville Beach. Jacksonville's large population makes it easy to attract a large group of people in their 20s and 30s. The University of North Florida which is within 10 miles from Jacksonville Beach is frequented by a portion of our target demographics.

A professional skin cancer screening is relatively cheap. According to Fox News, the average cost for a screening is only $27 (Fox News, 2012).

People in their 20s and 30s are more likely to be convinced to make a change for the better of their health due to their education. According to The New York Times, millennials are the most educated generation in American history. A millennial is defined a person who was born between 1980s and 2000s which falls between the 20s and 30s age range (Searcey, 2014).

Threats:

The resistance people in their 20s and 30s might have towards making skin protection a priority because the life-threating consequences are far away. According to The Skin Cancer Foundation, the sunburn that you receive as an adolescent places a person at risk of developing melanoma later on in their life. People are less likely to place something that is so far away as a priority (Skin Cancer Foundation, 2015).

Having a lasting impact on people that will keep them concerned about skin cancer all year long, not just during the summer when it's the hottest.

Situation Analysis:

Skin cancer is the most common form of cancer in the United States with melanoma being responsible for 75 percent of all skin cancer-related deaths. In the state of Florida alone, an average of 626 people die annually from melanoma. To hit a little closer to home, St. Johns County had the highest death rate among Florida residents diagnosed with skin cancer from 2002-2006.

Melanoma is the second-most common form of cancer for adolescents and young adults ranging in ages 15-29 years old. A significantly upward-trending statistic has shown that since 1981, the total number of diagnoses of melanoma in white males has increased by 74 percent. However, in the past few years there has been an increase in the diagnoses of melanoma in white females and a decrease in white males.

Skin cancer is an increasing problem in the United States and has grown to be problematic in the state of Florida. Although many people are aware of the dangers of developing skin cancer, where steps to preventing skin cancer are resonating stronger with the public, most people don't take the necessary precautions. So how can we prevent skin cancer? Overexposure to the sun along with fair skin are the most significant risk factors, but there are other risks involved that can be reduced to avoid harm to your skin. These include learning if there is a history of skin cancer in your family and being careful in high-altitude climates.

Secondary Research and Analysis:

Melanoma is the deadliest form of all skin cancers, killing one American every hour, but if it is discovered early enough it is often curable. It is the seventh most common cancer in the United States. According to a medical journal from Harvard College, melanoma is increasing at rates faster than any other cancer. Based on developmental patterns, the U.S. National Cancer Institute (NCI) predicts that one in 50 men and one in 75 women in the U.S. will develop melanoma in his or her lifetime. This is startling compared to the rate of one in 600 the NCI predicted in 1960. It is not known why these rates are increasing so rapidly, but according to the aforementioned journal, it could be due to increased exposure to the sun during recreational activities or due to global changes such as ozone depletion.

In the U.S., the overall rates of melanoma are higher for men than women but this difference varies according to age. The risk is higher for women before the age of 40, but after 40, the risk is higher for men. To prevent melanoma, the primary method of prevention is to reduce exposure to ultraviolet rays. A secondary method of prevention is dependent on the early diagnosis of skin cancer at a curable stage and surveillance of high-risk patients. According to Harvard Health, it is important to be cautious from a young age because getting severely sunburnt is a major risk factor. Childhood sun exposure may present the greatest risk.

According to the Youth Risk Behavior Surveillance (YRBS) from the Centers for Disease Control (CDC), sunscreen use is low among U.S. high school students. Only 10.1 percent of students are using sunscreen with a Sun Protection Factor (SPF) of 15 or higher either always or most of the time when they are outside for more than one hour on a sunny day. High school girls rank higher than boys with 13.2 percent answering that they use a sunscreen with an SPF of 15 or high when they are outside for more than one hour on a sunny day compared to 6.9 percent of boys. This means boys tend not to be as cautious pertaining to sun safety.

National Health Interview Survey (NHIS) data from 2010 shows that the use of sun protection was low among U.S. adults and that in the past year about 37 percent of adults had been sunburnt. According to the survey, sunburn rates were even higher among adults aged 18-29 years and adults in sun-sensitive groups (defined as those who burn repeatedly and freckle), with half of all Americans in this age group answering yes to having a sunburn within the past year.

Although messages about the harmful effects of sun exposure have increased, the media still portray tanned skin as beautiful and healthy and its often shown as a sign of fitness and youth. According to the CDC, future efforts could focus on the aesthetic harms of excessive ultraviolet radiation (UV) exposure because research has shown that messages that show an increased risk of wrinkles and skin aging can be effective in reducing indoor tanning among college-aged women. Consistent, clear and tailored messages with alerts to make specific decisions can encourage people to take necessary steps to avoid excessive sun exposure when outdoors.

Audience Research and Analysis:

The primary target audience for our campaign is men between the ages of 20 to 30 living in Jacksonville Beach, 32250. Our secondary target audience is women living in Jacksonville Beach, zip code 32250, between the ages of 15 to 29. Jacksonville Beach has a population of 27,749. 23 percent of Jacksonville Beach residents are between the ages of 21 to 34. According to Nielsens MyBestSegments Prizms, Jacksonville Beach has many "boomtown singles" and "up and comers." Both segments are described as younger recent college graduates who live active lifestyles.

Melanoma is the second most common of all forms of cancer for adolescents and young adults between the ages of 15 to 29. Since 1981, diagnoses among white males and females have been increasing. Targeting this group would be beneficial, increasing awareness among the younger generation who spend most of their time outside in the sun. Although it is important to recognize the use social media in reaching our publics, if utilized correctly, traditional media can be just as effective. According to the MyBestSegments ConneXions, there is a split in how technology is being utilized. A good amount of the public still relies on traditional media for information because they havent fully moved to updated technology. The other portion of the public is overly active on social media.

Primary Research:

A Google survey was administered on Facebook because individuals in our target audience are likely to use social media. 322 people completed the survey. The results were broken down by response with individuals from ages 20 to 30 highlighted to compare different views on skin

cancer. See Appendix A to view the complete list of results from the survey and Appendix B to view the survey.

Publics View: 322 responses

1.) Do you use sunscreen when you are out in the sun?

The majority of the participants indicated that they wear sunscreen "sometimes." A small number either "always" wear it or "never" wear it.

2.) Do you wear sunscreen on a regular basis?

The majority of the participants indicated that they don't wear sunscreen on a regular basis. The majority never wears it, followed by "sometimes" and "always" was the least chosen response.

3.) Have you ever been professionally screened for skin cancer?

Almost half of the participants had "never been professionally screened" for skin cancer.

4.) What level of sunscreen do you wear in the sun?

The majority of the participants indicated that they wore a sunscreen with an SPF of 30. The Skin Cancer Foundation recommends wearing sunscreen with an SPF of 30 or higher.

5.) Have you ever used a tanning bed?

The majority of participants indicated they either have "never" used a tanning bed or "only a few times" in their life.

6.) Do you regularly screen yourself for skin cancer?

The majority of participants indicated that they have "never" self-screened themselves for skin cancer.

7.) Have you ever had a skin cancer?

248 of the 322 participants have "never" had skin cancer.

8.) How you would prefer to be educated on skin cancer?

The majority of the participants indicated that they preferred education through social

media, followed by a news article, an event, and lastly advertisements. The fact that the survey was taken on Facebook might have skewed the results in favor of social media.

9.) How do you think skin cancer compares to other cancers?

Nearly two-thirds of the participants indicated that they believed that "all cancer is the same."

10.) How many times have you been sunburned?

Only three participants had "never" been sunburned. According to the Skin Cancer Foundation, when someone has five or more sunburns their chances of melanoma double.

11.) Do you think that skin cancer is treatable?

Two participants didn't believe that skin cancer was treatable. The remainder believed that skin cancer was either "always treatable" or "sometimes treatable." The fact that 198 people chose "yes" shows that people don't take skin cancer as serious as other cancers.

12.) How often are you out in the sun?

The majority of the participants indicated that they were only in the sun "during the summer" or a "few times a week for a few hours." A few participants indicated that they expose themselves to the sun on a regular basis.

Target Audience: 84 people surveyed

1.) Do you use sunscreen when you are out in the sun?

The majority of participants indicated that they use sunscreen "sometimes."

2.) Do you wear sunscreen on a regular basis?

The majority of participants "never" wear sunscreen.

3.) Have you ever been professionally screened for skin cancer?

Over half of the participants have "never" been screened for skin cancer.

4.) What level of sunscreen do you wear in the sun?

The majority of participants indicated that they use a sunscreen with an SPF of 30.

5.) Have you ever used a tanning bed?

The majority of participants indicated that they have "never" used a tanning bed.

6.) Do you regularly screen yourself for skin cancer?

Most of the participants have "never" screened themselves for skin cancer.

7.) Have you ever had a skin cancer?

Only two people of the 82 surveyed had skin cancer before.

8.) How you would prefer to be educated on skin cancer?

The majority of participants indicated that social media was the preferred option, followed by an article in the news, an event and finally advertisements.

9.) How do you think skin cancer compares to other cancers?

Over half of the participants thought that "all cancer is the same." However, 21 people thought that skin cancer is "not as bad as other cancers."

10.) How many times have you been sunburned?

Only one person had "never been sunburned. A majority of the participants responses were five to 10 times in my life, 10 to 20 times in my life and a few times a year. Someone who is in the age range of 20 to 30 being sunburned five to 20 times in their life is a large amount of times.

11.) Do you think that skin cancer is treatable?

The results were split between "yes it is treatable" and "sometimes it is treatable."

12.) How often are you out in the sun?

The majority of participants indicated that they were in the sun only "during the summer" or a "few times a week for a few hours."

Comparing Target Audience to Overall Public:

The target audiences responses seemed to be similar to the public as a whole. Few people in the 20 to 30 age range answered the open-ended question, which indicated that they didn't have many opinions to offer about skin cancer. Most of the open-ended responses focused on how people wished that they had taken care of their skin when they were young because they are suffering the consequences now that they are older.

One of the participants stated the damage was done on my skin, especially face, when I was growing up. Sunscreen and SPF were not heard of in those years. I am always advising parents to use sunscreen on their kids, as that is when the most damage can be done. Overall, the total number of participants were more likely to wear sunscreen on a regular basis than our target audience alone, but the target audience seemed to believe more than the total number of participants that skin cancer is not as bad as all cancers.

Proposed Primary Research:

If selected as the agency of record, Insignia public relations will implement a series of focus groups to gauge the target audiences' awareness of skin cancer and their knowledge of the American Cancer Society. The focus groups would be people from our target audience ages 20 to 30. We would also show the focus groups multiple Public Service Announcements (PSAs) to see which had the most influential and informative message.

The PSAs would then be used to educate the public about the dangers of skin cancer, how common it is to get, death/success rates and prevention practices. Due to the increasing popularity in social media, the firm will issue surveys on social media outlets to gain more primary research for the organization. The surveys and focus group would be administered pre and post campaign.

Goal/ Objective/ Strategies/Tactics:

Campaign Goals:

Melanoma is the deadliest form of skin cancer, killing one American every hour (University of Michigan, 2015). However, if it is discovered early enough, melanoma is often treatable. The goal of this campaign is to improve attitudes towards the prevention of skin cancer by educating people about the importance of taking preventative measures early.

Objective 1: Increase the amount of personal and professional screenings among both men and women by 10 percent by July, 31 2015.

Strategy 1: If caught early enough, skin cancer can be cured. Explaining the importance of catching skin cancer early will help to increase the amount of people who self-screen and seek professional screenings.

Tactic 1: Issue direct mail pieces to members of the target audience. The mail piece will offer detailed step-by-step instructions for personal screenings and information about the American Cancer Society Surf Competition.

Tactic 2: Offer the first 500 people in attendance at the American Cancer Society Surf Competition free professional screenings from Blue Cross Blue Shield.

Objective 2: Increase awareness about the importance of skin protection among men between the ages 20 to 30 living in the Jacksonville Beach area by 15 percent by July 31, 2015.

Strategy 2: According to the Skin Cancer Foundation, men spend more time in the sun than women and are less likely to use sunscreen than women. A surf competition will attract active beach going men and while they take part in the competition, they can learn how to protect their skin. According to Nielsens Prizm Analysis, MyBestSegments suggests that the target audience is likely to have active lifestyles.

The competition would be a one-time event called The American Cancer Society Surf Competition. If it proved to be successful, it could continue as an annual competition and a means for spreading awareness of the importance of skin protection.

Jacksonville Beach is a popular venue for festivals, walks, races and other charity events. These events are frequented by the target audience. Providing information booths these events during the campaign that offer free merchandise from the campaigns sponsors will help raise awareness among the target audience.

Tactic 1: Have The American Cancer Society Surf Competition. In addition to the competition participants in the target audiences will be educated about the importance of protecting their skin.

Tactic 2: Offer information booths at Jacksonville Beach events such as the Beaches Walk and Family Fun Festival, Jacksonville Beach Art Walk and the Springing the Blues Festival.

Objective 3: Generate habits of skin protection by increasing the number of men and women who use forms of protection by five percent by July 31, 2015

Strategy 3: The goal would be to make people develop sun protection habits that would ultimately last all year long, not only during the summer. Protection from UV radiation is important as UV rays can reach your skin during sunny and cloudy weather. UV rays can reflect off of cement, snow, and water so it is important to protect yourself from them, regardless of the environment. Media exposure that will last during and after the campaign will help to educate people and encourage them to change their sun protection habits.

Tactic 1: Generate media exposure through a public service announcement featured on First Coast News channel 12, a radio commercial featured on 95.1 WAPE, a Facebook advertisement and image management on additional social media platforms including Twitter and Instagram.

Tactic 2: Feature quarter-page print and traditional advertisements in the Florida Times-Union and Void Magazine that list statistics of diagnoses, symptoms and instructions how to screen ones self with a simple checklist that users can look to each month.

Creative:

Brochure

Calendar

Budget

Evaluation:

Objective 1: To increase awareness about the importance of skin protection among men between the ages 20 to 30 living in the Jacksonville Beach area by 15 percent by July 31, 2015.

In an effort to measure an increase in the awareness of the importance of skin protection, following our campaign, our team will issue a post-campaign survey. The survey will be distributed to the participants of The American Cancer Society Surf Competition and members of each target audience living Jacksonville Beach, zip code 32250. The survey will ask specific questions to gauge our target audiences knowledge of melanoma and how to protect their skin.

In addition, we will ask participants for feedback on the surf competition. If its well-received, the competition could be held in the future to consistently help raise awareness. The survey will ask for additional commentary that addresses what a future campaign could improve on.

Objective 2: To increase the amount of personal and professional screenings among both men and women by 10 percent by July, 31 2015.

To measure an increase in the number of professional screenings that members of our target audience receive, our team will request Blue Cross Blue Shields reports in the months following and prior to our campaign. Comparing these numbers will objectively indicate if there has been an increase.

The post-survey mentioned above will include questions concerning whether participants have self-screened and what methods they used. This will allow our team to document the number of participants who self-screened at home.

Objective 3: To generate habits of skin protection by increasing the number of men and women who use forms of protection by five percent by July 31, 2015.

Before the target audience can make skin protection, we must first make a meaningful impression on them. In order to know the number of impressions we make, we can document the returns from the various forms of exposure we introduce to our target audiences. These

numbers would include the number of times our public service announcements is aired, campaign tweets, the number of Instagram photos taken at the event, Facebook likes and other posts concerning our campaigns efforts.

To determine the efficacy of the campaigns efforts to generate long-lasting habits of skin protection, our team will conduct a follow-up focus group. Our team can poll the group for the number of participants who use sunscreen, what SPF they use, what their regimen is, how often they are out in the sun, how likely they are to encourage their friends and family to protect themselves, etc. Discussing these questions in detail will help us strengthen the participants newly formed habits.

Bibliography American Cancer Society. (2015, April 3). Retrieved from American Cancery Society:

http://www.cancer.org/aboutus/index

Fox News. (2015, April 3). Retrieved from Fox News: http://www.foxnews.com/

Melanoma. (2015, April 3). Retrieved from Harvard Health A-Z: http://data.e-rockford.com/healthyrockford/harvard_health_A-Z/harvard_health_details.php?id=60

MyBestSegments. (2015, April 3). Retrieved from Nielsen: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20#

Organic Consumers Association. (2015, April 3). Retrieved from Organic Consumers Association: https://www.organicconsumers.org/?politics/cancer091505.php

Skin Cancenr Prevention and Early Detect. (2015, April 3). Retrieved from American Cancer Society: http://www.cancer.org/cancer/cancercauses/sunanduvexposure/skincancerpreventionandearlydetection/skin-cancer-prevention-and-early-detection-u-v-protection

Skin Cancer as a Major Public Health Problem. (2015, April 3). Retrieved from NCBI: http://www.ncbi.nlm.nih.gov/books/NBK247164/

Skin Cancer Foundation . (2015, April 3). Retrieved from Skin Cancer Foundation: http://www.skincancer.org/

Skin Cancer Prevention and Early Detection. (2015, April 3). Retrieved from American Cancer Society: http://www.cancer.org/cancer/cancercauses/sunanduvexposure/skincancerpreventionandearlydetection/skin-cancer-prevention-and-early-detection-u-v-protection

Appendix:

Public Relations Cases Survey on Skin Cancer

My group for my public relations classes is doing research for our campaign on skin cancer.

Answering these questions will help us to have some primary research for the class.

* Required

1. What is your gender? *

Male or female.

Mark only one oval.

Male Female

2. How old are you? *

Pick your age range

Mark only one oval.

10--20 20--30 30--40 40--50 50--60 60--70 70--80 80--90 90+

3. Do you use sun screen when you are out in the sun? *

Examples: At the beach, fishing, yard work and working out.

Mark only one oval.

Always

Sometimes

Never

4. Do you wear sun screen on a regular basis? *

Examples: When going to work or to run errands.

Mark only one oval.

Always Sometimes Never

5. Have you ever been professionally screened for skin cancer? *

A skin care examination from a dermatologist.

Mark only one oval.

Never been screened Every year Every other year Once in my lifetime 2 to 4 times in my life 4 to 6 times in my life 6 to 8 times in my life 8 to 10 times in my life 10 to 20 times in my life 20+ times in my life

6. What level of sun screen do you wear in the sun?

SPF level Mark only one oval. Less than SPF 15

SPF 15 SPF 30 SPF 50 SPF 80

7. Have you ever used a tanning bed?

Amount of tanning bed use.

Mark only one oval. Have never used A few times in my life Every week Every day Few times a month Few times a year Regularly during the summer season

8. Do you regularly screen yourself for skin cancer?

Practice head to toe self examination

Mark only one oval.

Every Week Every Month Every Day Never screen myself Few times a year Few times in my life

9. Have you ever had a skin cancer?

Name the type of cancer

Mark only one oval.

Never had skin cancer Basal cell carcinoma Squamous cell carcinoma

Melanoma Just a small cancer they were able to remove Have had more than one skin cancer

10. How you would prefer to be educated on skin cancer?

Mark only one oval.

An event Social Media Article in the news Flyer or advertisements

11. How do you think skin cancer compares to other cancers?

Mark only one oval.

Is worse Is not as bad All cancer is the same

12. How many times have you been sunburned?

Chose the answer that explains how many times you have been that fits you best.

Mark only one oval.

Once every year Few times a year Never been sunburned One time in my life 2--5 times in my life 5--10 times in my life 10--20 times in my life 20+ times in my life

13. Do you have any opinions on skin cancer or a story about skin cancer from your life?

Write none if you do not have any

14. Do you think that skin cancer is treatable?

Mark only one oval.

Yes No Sometimes

15. How often are you out in the sun?

Mark only one oval.

Only during the summer

All day every day A few times a week all day A few times a week for a few hours Every day for a few hours

s

What is your gender? Responses Female 266

Male 55

How old are you? Responses 10 to 20 24

20-30 84

30-40 65

40-50 63

50-60 56

60-70 20

70-80 9

80-90 1

90+ 0Do you use sunscreen when you are out in the sun? Responses Always 75

Sometimes 223

Never 24Do you wear sunscreen on a regular basis? Responses Always 24

Sometimes 123

Never 174Have you ever been professionally screened for skin cancer? Responses Never been screened 169

Every year 58

Every other year 12

Once in my lifetime 31

2 to 4 times in my life 37

4 to 6 times in my life 7

6 to 8 times in my life 3

8 to 10 times in my life 1

10 to 20 times in my life 2

20+ times in my life 1What level of sunscreen do you wear in the sun? Responses Less than SPF 15 21

SPF 15 51

SPF 30 175

SPF 50 62

SPF 80 5

Have you ever used a tanning bed? Responses Have never used 148

A few times in my life 135

Every week 5

Every day 0

Few times a month 9

Few times a year 17

Regularly during the summer season 7Do you regularly screen yourself for skin cancer? Responses Every Week 16

Every Month 33

Every Day 8

Never screen myself 146

Few times a year 70

Few times in my life 48

Have you ever had a skin cancer? Responses Never had skin cancer 248

Basal cell carcinoma 20

Squamous cell carcinoma 13

Melanoma 11

Just a small cancer they were able to remove 8

Have had more than one skin cancer 1How you would prefer to be educated on skin cancer? ResponsesAn event 51

Social Media 127

Article in the news 101

Flyer or advertisements 38How do you think skin cancer compares to other cancers? Responses Is worse 44

Is not as bad 72

All cancer is the same 204How many times have you been sunburned? ResponsesOnce every year 47

Few times a year 42

Never been sunburned 3

One time in my life 4

2-5 times in my life 63

5-10 times in my life 59

10-20 times in my life 58

20+ times in my life 44

Do you think that skin cancer is treatable? ResponsesYes 198

No 2

Sometime 120

How often are you out in the sun? ResponsesOnly during the summer 94

All day every day 6

A few times a week all day 9

A few times a week for a few hours 159

Every day for a few hours 51

What is your gender? Responses Female 63

Male 21Do you use sun screen when you are out in the sun? Responses Always 16

Sometimes 59

Never 9Do you wear sun screen on a regular basis? Responses Always 6

Sometimes 17

Never 61Have you ever been professionally screened for skin cancer? Responses Never been screened 59

Every year 7

Every other year 2

Once in my lifetime 6

2 to 4 times in my life 10

4 to 6 times in my life 0

6 to 8 times in my life 0What level of sun screen do you wear in the sun? Responses Less than SPF 15 8

SPF 15 10

SPF 30 49

SPF 50 14

SPF 80 2

Have you ever used a tanning bed? Responses Have never used 44

A few times in my life 27

Every week 2

Every day 0

Few times a month 4

Few times a year 4

Regularly during the summer season 3Do you regularly screen yourself for skin cancer? Responses Every Week 2

Every Month 3

Every Day 1

Never screen myself 52

Few times a year 15

Few times in my life 11

Have you ever had a skin cancer? Responses Never had skin cancer 82

Basal cell carcinoma 0

Squamous cell carcinoma 0

Melanoma 2

Just a small cancer they were able to remove 0

Have had more than one skin cancer 0How you would prefer to be educated on skin cancer? ResponsesAn event 13

Social Media 41

Article in the news 28

Flyer or advertisements 2How do you think skin cancer compares to other cancers? Responses Is worse 7

Is not as bad 21

All cancer is the same 55How many times have you been sunburned? ResponsesOnce every year 13

Few times a year 17

Never been sunburned 1

One time in my life 22-5 times in my life 9

5-10 times in my life 18

10-20 times in my life 15

Do you think that skin cancer is treatable? ResponsesYes 42

No 2

Sometimes 40

How often are you out in the sun? ResponsesOnly during the summer 28

All day every day 3

A few times a week all day 6

A few times a week for a few hours 33

Every day for a few hours 14

Survey as a Whole Results

Survey Target Audience Ages 20 to 30