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Skin Cancer Prevention in Youth:

From Understanding to Behavior Change. Skin Cancer Prevention in Youth:. Joel J Hillhouse 1 1 East Tennessee State University. Modifying hard to change behavior. “ It is not possible to change young people ’ s skin cancer risk behavior ”. Dr. Hillhouse,

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Skin Cancer Prevention in Youth:

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  1. From Understanding to Behavior Change Skin Cancer Prevention in Youth: Joel J Hillhouse1 1East Tennessee State University

  2. Modifying hard to change behavior. “It is not possible to change young people’s skin cancer risk behavior”

  3. Dr. Hillhouse, I’ll probably get skin cancer in my 40s. And, I want to look goodnow. Previous Campaigns YOU TAN. YOU DIE!

  4. Effective Campaign • Understanding behavior from subject’s perspective • Model behavior based on • understanding Identify intervention topics through surveys.

  5. Understanding Behavior From Teen’s Perspective Focus Groups All my friends are doing it. It’s safer than the sun. It makes me SO sexy. It’s great stress relief

  6. Understanding Behavior From Teen’s Perspective Empirical Surveys More focus groups And so on…

  7. Theoretical Model of Tanning Intentions & Behavior Tanning Behavior .40 .57 .82 TanningIntentions .89 .63 Social Norms .06 Attitudes Pale Unattractive .22 .34 -.19 .22 .34 Appearance/ Damage Threat Mood/ Stress Relief Tan is Attractive Advantages Over Sun

  8. Persuasive Communication After important beliefs are identified: • Persuasive communication techniques are used to change beliefs and ultimately behavior. • Create a new, healthier story for target audience.

  9. Conclusions Intervention works! Behavior can be changed in young people if you understand their beliefs and motives!

  10. Thank You Joel Hillhouse, PhDCollege of Public HealthEast Tennessee State University 423-439-4309 drhillhouse@tanningproject.org Johnson City, TN

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