Case History Database

This Government campaign shows compelling evidence and learning that when it comes to behaviour change, rational arguments ‘are not enough’. Melanoma caused by exposure to harmful UV radiation is one of the most common cancer killers of young Australians. In the face of this sobering fact, research found that their complacency towards skin protection was driven by several self-exempting beliefs. Over two summers in NSW ‘If You Could See UV’ focused on visualising UV as radiant, ultra-violet arrows, to make a powerful point that if young people could see the scale and danger of UV descending on them from above, they’d protect their skin. Over two years and the campaign has out-performed all benchmarks and key targets. Find out how.