Campaign Analysis 14 Essay Example
Cancer Council’s ‘No Tan Is Worth Dying For’
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Table of Contents
3What the campaign is trying to achieve? 1.1.1.
42. Methodology and Research
42.1. Primary research
52.2. Secondary research
64. Reflections on the campaign
64.1. The event
74.2. Achievement expectations
94.3. Tactics reflecting the themes
104.4. Assessing the event’s success
105. Examining the outcome
Cancer Council’s No Tan Is Worth Dying For owes its origin to Clare Oliver, an average Australian woman, who died of melanoma at the age of 26. Hailing from Victoria, she believed her frequent visits to solarium in her early twenties contributed to her diagnosis. Although she did not say solarium use was linked to melanoma directly, but excessive solarium exposure was (Theage.com.au, 2007). Cancer Council developed this campaign to fulfil her wish of making governments and people alike realise the dangers associated with solarium use and educating young people about the dangers of excessive sun-tanning (Cancer Council Australia, nd).
The television advertisements that Cancer Council made with Clare turned the media spotlight on an issue of serious magnitude in the country and the unprecedented media attention turned into a sort of social movement. Clare was the first melanoma victim who brought Australians close to introspection on the issue of tanning. There wasn’t any substantial activity going on in the field previously. Advocacy and awareness in support of the campaign began to mount.
What the campaign is trying to achieve?
The campaign has been trying to bring the issue of solariums to Australians’ attention so that they could understand its fatal consequences.
The advertisements that have been run as part of the campaign want to communicate the essence of what forms its title, which is ‘no tan is worth dying for’.
It wants to put across the subtlety of the message, ‘choose life, choose to be fair‘ (Sunsmart.com.au, nd). This message is subtle because it conveys the essence of life rather than that of being fair.
The aim of this analysis is to reflect upon and discuss the impact Cancer Council’s campaign has had on Australian people and politics. And this can be measured by the extent of changes that have followed the campaign, detailed elsewhere in this assignment. It wants to see how it has sustained itself in the light of social movement theory and how it relates to its debates and themes. Social movement theory is based on the premise that when issues relevant to masses are taken up, they have a widespread and uniform impact across all strata of life in several communities. The aim of this campaign is to analyse factors that lead to the occurrence of social mobilisation, the tenets under which it manifests, and the cultural, social and political consequences that it has. These consequences can be measured by the desired changes that have been brought about in the Australian life.
The scope of the campaign can be viewed from two different perspectives. One, it has re-focussed people’s attention on dangers of melanoma, which is a skin cancer. This is clear from the overwhelming response the campaign has got amid general public and media’s portrayal of the issue. Two, it is being able to tell them how, in a manner so inadvertent, they are able to embrace this disease by exposing themselves to what they think is a fad way of having suntan – going to solariums.
Under this backdrop, this analysis offers a scope to check how Cancer Council has been instrumental in raising skin cancer awareness and how it has been able to mobilise governments to make rules regarding solariums stringent. This has been comprehensively taken up in the reflections section below.
2. Methodology and Research
Research was conducted between middle of May and middle of June 2014. It began after watching the Cancer Council advertisement featuring Clare in ‘No Tan Is Worth Dying For”. This was followed by carefully analysing her open letter which she wrote when she had only a few days left to live, but wanted to reach her 26th birthday before she died; only to die less than three weeks later. The letter was analysed by what is otherwise popularly applicable to political speeches through ethos, logos and pathos. But since this was communication one speaker directed at an endless audience, it was important to understand its emotional and logical content. As part of the research, both Cancer Council and Clare Oliver websites were accessed, reportage on both check from innumerable sources and videos linking this and other campaigns analysed.
2.1. Primary research
All the inputs related to this Cancer Council initiative directly, including media reports and web uploads/ updates formed the primary research for this paper.
2.2. Secondary research
This secondary research is based on the theory that the firsthand victims of cancer and other fatal diseases inspire changes in a society. Such stories in which cancer victims have been found to be instruments of change appear commonly in newspaper and television reports. Clare Oliver’s story, that first went viral when she wrote a moving piece on her affliction after joining a newspaper as a journalist, set this debate on sun-tanning and use of solariums in Australia raging across length and breadth of the nation (Cancercouncil.com.au, 2009; Skincancer.org, nd).
An average Australian woman by being honest with how she had invited death at her doorsteps began to change a nation with a powerful message that rising global incidence of skin cancer (CNN. Com, 2014) was in part also attributable to people’s excessive willingness to be ‘touched by the sun’.
The goodness of the campaign lies in fact that it not only steers Australia’s attention to solariums through Clare’s eyes but also its message invokes the dangers of rising skin cancers too. In terms of communication, it works as a mediator between what Clare Oliver could have avoided to fall eventually to a premature death and what people and government can adopt to stop many more Clare Olivers from dying. Cancer Council has picked up a very powerful approach to bring about a social health-related change in the nation.
There were outcomes at two levels – people and political. On the former level the campaign has been successful in raising mass awareness about the excessive suntans they receive and in particular about solarium. On the latter level, the government passed a new legislation that bars below 18-years-olds from using solariums or any other indoor tanning devices (Heraldsun.com.au, 2013). The government has also enforced some restrictions and voluntary code practices on tanning beds in the country. This has led the territories and states toughen legislation and the country has seen doors being closed on large numbers of solariums.
4. Reflections on the campaign
4.1. The event
The Cancer Council’s No Tan Is Worth Dying For has been running for quite some time now. Thought the story of Clare Oliver is now relatively old, the profound and heart-wrenching message that she left for the world keeps her name still moving on people’s lips. She comes alive again and again through several new, albeit with less hype, campaigns run in the nooks and corners of Australia across different community gathering in the country. This is because the scourge of skin cancers is yet far from over in the country, ever since she awakened the whole of it against the dangers of use of solariums for skin tanning. There was this small lecture delivered by some Cancer Council officials and experts in the local community hall where more than 500 people, including me, attended.
The lecture was significant in the sense that Australia is known for hard-hitting and effective skin cancer prevention campaigns and cancer education. The Cancer Council, having begun this campaign long back, finds it as an effective reinforcement to table figures related to skin cancer in a before-and-after comparative exercise. It is, thus, reassuring to note that among certain age groups the diagnosis has dropped drastically and so has the mortality too (Cancercouncil.com.au, nd)
4.2. Achievement expectations
There were multiple speakers, including one cancer specialist from Cancer Council. They touched upon different aspects of cancer diagnosis, cancer types, mortality and preventive measures. What I could understand from the lectures there was a couple of things. One, Cancer Councils fund cancer research in the country. One speaker said that it provides grants worth more than $54 million that go into cancer research, fellowships and scholarships. So that means while helping disseminate information to people on the causes and preventions of cancer, the Cancer Council is also involved in providing up-to-date and evidence-based information about all types of cancers. The information is both lay person-specific and health professional-specific. The doctors are the major chunk of health professionals to receive this up-to-date information on prevention and treatment of cancer while updating them about the various advances in its detection. It is now wonder that given such well-knit structure, the Cancer Councils across Australia are contacted by a huge number of general people and cancer patients alike, the number that averages nearly 10,000 Australians a year (Cancercouncil.com.au, 2013).
So lectures those are part of campaigns as No Tan Is Worth Dying For attempt to achieve more than one goal. This lecture turned out to be a mix of patient support initiative, cancer treatment strategy, advocacy and much more. While the lecture was underway, it did not only focus on skin cancer prevention, but it also touched on other aspects of cancer too like smoking and how to quit it, advantages of protecting oneself from the sun, importance of physical activity, advantages of eating healthier foods and ways to reduce the risk of cancer.
The Cancer Council attempts to achieve, through lectures as these, the aim of reaching out to people through several of its services and programs and well-maintained network of support groups so that the quality of life of cancer patients can be improved. It also aims to make the life of carers and families of cancer patients better with the help of these support groups.
It wants to achieve its objective of making the cancer care guidelines available to sufferers and carers alike that are packed with evidence-based treatment and developed by CGNs or Clinical Guidelines Network. So as not to make its recommendations appear as coming from unscientific sources, the Cancer Council makes sure all its recommendations incorporate the experienced advice from specialists in the field of cancer treatment.
The whole idea behind Cancer Council’s initiatives like the one that I attended is to put together experiences and pool of knowledge on cancer that could finally make up a case which could help the Cancer Council advise government towards passing stringent laws as part of cancer control policy. The Cancer Council does give such an advice only after ensuring that all its claims are evidence-based. In order to have amass impact of this advice it publishes National Cancer Prevention Policy, which stresses the need for comprehensive and concerted approach at the national level for prevention of cancer. This policy normally put forward recommendations for both non-government and government organisational for a national level action. It recommends which strategies and programs could be used to best achieve these motives.
The cancer Council understands the power of networking and as was evident from the lectures it further wants to strengthen its affiliations with international and national cancer organisations to do further work on the vision it shares with the same. Since it is involved in granting funds to cancer research, one goal that it wants to achieve is to raise funds or campaign for donations for cancer prevention activities.
One way of achieving this goal is by making available during its events different items that help prevent exposure to the sun like sunglasses, sunscreens, beach shelters, protective clothing and cosmetics.
4.3. Tactics reflecting the themes
Cancer Council selects repertoire of possibilities, as was clear from this event. By doing so it taps on multiple resources at the same place and time. This is the correct tactic to sway support in its favour in an ethical manner — ethical because one, it works for the betterment of the same society in which it holds events, and two, it substantiates evidence in what it communicates (Simons, nd).
If seven strategic assumptions that underlie the success of social movements are anything to go by, it can be said that Cancer Council uses the same to its best potential (Moyer, nd). One, it understands social movements are to be powerful and long lasting — this is one reason why the campaign is still fresh on the minds of people as it was during its inception. Two, the Cancer Council works at the centre of the society; three, it picks up a cause against vested interests (like these solarium owners were); four, it promotes participation; five it attempts to win ordinary citizens by linking with them on their health concerns; six, it knows success is not an event, but a long-term process (hence its perseverance to keep going with this campaign); and seven, it movement is non-violent (the basic essential of social movements).
4.4. Assessing the event’s success
On the whole the campaign No Tan Is Worth Dying For has been successful since it has forced the Australian government to enact some strict laws on solariums and indoor tanning devices. The industry has come under severe pressure. With regard to this event, the immediate impact has been that the Cancer Council was flooded with numerous other requests to hold many more lectures as these in the immediate and far off vicinity. The campaign is moving yet some more!
5. Examining the outcome
The campaign has yielded positive outcomes, particularly in the teen segment. The Cancer Council has stated that there has a been a remarkable fall in the instances of teens tanning deliberately. The reduction has been up to 45 percent within first three years of the campaign. However, that does not absolve Cancer Council from its further activities in this direction and there are still like a quarter of teens who, despite the warnings attached to tanning, prefer to get sunburnt over a weekend. But the best part is that the turnaround that has been seen on account of the campaign and concurrent lectures has been great. More importantly the attitude towards tanning is fast changing. The figures have been encouraging but one out of four teens who still cannot see the message getting across to them is a cause of concern for the Cancer Council. These youngsters tan without putting on the protection, whereas adults are more cautious. They resort to, what the Cancer Council says, SunSmart behaviour.
Professor Ian Olver, Cancer Council’s CEO, has attributed this remarkable turnaround to the advertising campaigns, while stressing the need to have ongoing summer campaigns. This, he has stated, was important for reducing deaths occurring on account of skin cancer. As part the campaign, National Sun Survey was conducted. It reached 652 teenagers and 5085 adults throughout Australia. The results were as much startling as encouraging. Girls tanned more than boys and the comparative ratio was 29 percent to 15 percent respectively. But boys got more sunburnt than girls in a ration of 28 percent and 19 percent respectively. This was because boys spent more times outside in what is known as peak ultraviolet (UV) times. Boys did not use sunscreen as often as girls.
Given the response the campaign has generated the Cancer Council’s National Skin Cancer Committee, chaired by Craig Sinclair has stated that the need of the hour is to run the campaign every summer, which is the opportune time to popularise life-saving behaviours. There is a need for people to be reminded of being SunSmart every summer. Clare’s video has been able to change skin cancer complacency since it has been direct and explicit in showing how bad could be the effects of tanning, whether it be in solarium or in the sun.
The Cancer Council through its concerted efforts like the one being discussed here has been able to increase awareness on fatal effects of tanning. There have already been previous researches, even though from territories other than those in Australia, which have pointed out to rise in skin cancer rates linked directly with indoor tanning (Demierre, 2003). There is a 74 percent more chance of developing melanoma in people who tan indoors than outdoors (Lazovich et al, 2010. The campaign started by the Cancer Council has only brought the statistics to an average Australia who was oblivious of the fatality involved with the practice.
A Melonoma Patient Who Made a Difference (nd). Retrieved June 13, 2014, from http://www.skincancer.org/true-stories/patient-made-a-difference
Clare Oliver: No Tan Is Worth Dying For. (n.d.). Retrieved June 2, 2014, from http://www.sunsmart.com.au/tools/videos/past-tv-campaigns/Clare -oliver-no-tan-is-worth-dying-for.html
Cancer campaigner Clare Oliver dies (2007, September 13), Retrieved June 13, 2014, from http://www.theage.com.au/news/national/skin-cancer-claims-solariums-victim/2007/09/13/1189276855381.html
Demierre M.F. 2003. Time for the national legislation of indoor tanning to protect minors. Arch Dermatol; 139:520-4.
Lazovich D, Vogel R.I., Berwick M, Weinstock M.A., Anderson K.E., Warshaw E.M. 2010. Indoor tanning and risk of melanoma: a case-control study in a highly-exposed population. Cancer Epidem Biomar Prev; 19(6):1557-1568.
Laws to ban solariums in Victoria pass through State Parliament (2013, October 16), Retrieved June 13, 2014 from http://www.heraldsun.com.au/leader/news/laws-to-ban-solariums-in-victoria-pass-through-state-parliament/story-fnglekhp-1226740813117
Open Letter protecting people from solariums (2009, January 19). ), Retrieved June 13, 2014, from http://www.cancercouncil.com.au/19435/reduce-risks/sun-protection/tips-for-being-be-sunsmart/solariums-be-sunsmart/open-letter-to-protecting-people-from-solariums/
No tan is worth dying for. (2012, December 14). Retrieved June 2, 2014, from http://www.cancer.org.au/preventing-cancer/sun-protection/campaigns-and-events/no-tan-is-worth-dying-for.html
New campaign warns ‘No tan is worth dying for’ (2008, February 10). Retrieved June 13, 2014, from http://www.cancervic.org.au/media/media-releases/2008-media-releases/february_2008/no-tan-worth-dying-for.html
Moyer, B. (nd). Seven Strategic Assumptions of Successful Social Movements. Retrieved June 13, 2014, from http://paceebene.org/nonviolent-change-101/building-nonviolent-world/methods/seven-strategic-assumptions-successful-social-movements
Skin cancer social marketing campaigns. (n.d.). Retrieved June 13, 2014, from http://www.cancercouncil.com.au/80471/uncategorized/skin-cancer-social-marketing-campaigns/
Simons, H.W. (nd). Tactics of Social Movements. Retrieved June 13, 2014, from http://astro.temple.edu/~hsimons/social-movements04.html
WHO: Imminent global cancer ‘disaster’ reflects aging, lifestyle factors (2014, February 5). Retrieved June 13, 2014 from http://edition.cnn.com/2014/02/04/health/who-world-cancer-report/
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