A practical application of theory: using social marketing theory to developinnovative and comprehensive sun protection campaigns
This paper presents the background to a large-scale collaborative project between researchers at theUniversity of Wollongong and the Cancer Council of New South Wales, and outlines in detail the stages of the ongoing research project. The project provides the opportunity to synthesise and apply best evidenceform research in marketing, mass media communication, and health behaviour change real-life campaigns fora leading industry partner. This project demonstrates the value of ongoing research collaborations betweenuniversity researchers and industry practitioners in systematically applying, and evaluating, research findingsto real-world programs.
This conference paper was originally published as Jones, SC, Iverson, DC, Penman, A and Tang, A, A practical application of theory: using social marketing theory to develop innovative and comprehensive sunprotection campaigns, in Rentschler, R and Hall, J (eds), Proceedings of At the Threshold: 2nd AustralasianNonprofit and Social Marketing Conference, Deakin University, 2005.