![Sample our Communication Studies journals, sign in here to start your access, 2013 & 2014 volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5927/TOC-Subject-Sample-2021-Information-Science2.jpg"})
Abstract
Go Sun Smart is a theory-based health communication program designed to influence sun-protection behaviors of employees and guests at high-altitude ski areas to reduce skin cancer risk. The effects of Go Sun Smart, in a Phase IV dissemination randomized posttest-only trial, on sun-protection behaviors of ski area guests are reported. Program use was assessed by on-site observation and guest message exposure, and sun protection was measured in intercept surveys at ski areas. Dissemination strategy—enhanced versus basic—was not significantly related to sun safety practices. Additional analyses examined the relation between message exposure and guests' sun safety practices. Ski areas displaying at least 6 Go Sun Smart materials in guest-only areas and 9 Go Sun Smart materials throughout the area increased guests' message exposure. Higher message exposure within the high-use ski areas was associated with improved sun protection by guests but not within the low-use ski areas. The authors underscore the importance of program implementation and message exposure on the success of evidence-based health communication efforts applied industrywide.
Acknowledgments
The authors thank the National Ski Areas Association, Professional Ski Instructors of America, American Association of Snowboard Instructors, and the National Ski Patrol for their support. The authors also thank the senior managers at 69 ski areas who made their operations available to them.
Notes
Note. For age, M = 41.3 years, SD = 13.2 years.
1Alpha criterion was set at .05 (two-tailed).
1Alpha criterion was set at .05 (two-tailed).
2Sum of SPF 15+ sunscreen, SPF 15+ lip balm, sunglasses, gloves, neck covering, face covering, head covering, and ear covering.
1Only behaviors for which significant main effect of program exposure or interaction of program exposure with ski-area strata on the basis of the number of Go Sun Smart materials implemented are presented for simplicity.
2Alpha criterion was set at .05 (two-tailed); results reported for main effect of message recall or logo recognition and for interaction of those program exposure factors with ski area strata on the basis of the number of Go Sun Smart items in use.
3Sum of SPF 15+ sunscreen, SPF 15+ lip balm, sunglasses, gloves, neck covering, face covering, head covering, and ear covering.