Segmentation strategies for strengthening sun protection behaviours within the UK

Skin cancer rates in the UK have risen steadily, doubling in the past decade resulting in significant public and personal costs. Cancer Research UK has run the national SunSmart awareness programme since 2003, but budget restrictions have prohibited the use of large scale mass media interventions. A behavioural segmentation approach based on situations and locations where sunburn has occurred may offer the foundations for specifically targeted interventions. We therefore report on a largescale national telephone survey of the general population regarding the circumstances and sun protective behaviours where sun exposure had led to sunburn. The data indicates a range of attitudinal, behavioural and knowledge factors that should be addressed in developing future interventions. A cluster analysis shows clear behavioural differences across different population segments. Recommendations for interventions targeting each of the main segments identified are provided for each identified segment. Recommendations for future research conclude the paper.