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PRime Skills LLC, Public Relations

Melanoma:
Apply, dont fry
Proposal for the
American Cancer Society of NE Florida
by

PRime Skills, LLC

2 PRime Skills LLC, Public Relations

Proposal for the ACS of NE Florida


by

PRime Skills, LLC


Melanoma: Apply, dont fry

Patrick Harrington
Kylie Herman
Lissa Janowicz
Steven Tatsak

3 PRime Skills LLC, Public Relations

Table of Contents
Executive Summary 4
Agency Background 5-6
Client Background 7
Situational Analysis 8
Secondary Research 9-10
Primary Research 11
Additional Research 12-13
Audience Analysis

14-16

SWOT Analysis 17-19


Campaign Goal 20
Objective 1 21
Objective 2 22
Objective 3 23
Strategies 24-25
Timeline 26
Evaluation 27
Budget 28
Appendix 29
References 30

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Executive Summary

The PRime Skills Agency developed a campaign proposal for the non-profit organization, The
American Cancer Society. PRime Skills initial step to furthering the populations knowledge of
cancer, is by educating society on prevention possibilities and by gaining a better understanding of
the organization and desired target audience. After extensive research, focusing on the First Coast
Area, PRime Skills estimated over 177,000 men, between the ages of 20 and 39, are effected by
melanoma. Melanoma is one of the most common invasive cancers among young adults. PRime
Skills Agency is focusing primarily on men, ages ranging in their 20's to 30's, with women being a
secondary audience. PRime Skills Agency has created a multi-dimensional campaign which will
begin on March 1, 2015 continuing until the TPC Sawgrass event on May 10, 2015 and has equipped
this campaign to surpass success by creating stages throughout the campaign's process.

This campaign will be initiated by a strong movement to make the public aware, and remind them
that Melanoma is a serious risk if steps are not taken to prevent skin damage. PRime Skills will get
the word out to the public by recommending attendance at various events in and around
Jacksonville, showing photos and statistics to show that this cancer is preventable, and treatable, if
precautions are taken.

Sunscreen will be given away at all events to those desiring protection and who are unaware of the
suns dangers. This tactic is to increase the use of sunscreen for up to 10,000 men and women, ages
20 to 39 and decrease melanoma in Northeast Florida.

Lastly, utilizing social media's strong effect on the public, PRime Skills agency will tactically inform
the public using platforms such as PSAs, Facebook and Twitter, to create meaningful social contact
through posts; attainably connecting to previous and current followers as well as strengthening and
acquiring new contacts. Through social media platforms, PRime Skills will fluidly send updates
regarding events being held as well as welcoming two-way feedback regarding previous events.

Sincerely,

Kylie Herman

5 PRime Skills LLC, Public Relations

Agency Background

PRime Skills, LLC - Mission


Our mission is to serve as the public in all forms of Public Relations and news media. Our
goal is to connect community, businesses and city government to facilitate effective public
relations compliance and enhance the quality of life for all Jacksonville residents and all
business aspects.

Lissa Janowicz -President/CEO: Lissa Janowicz graduated from the University of


North Florida with a degree in Public Relations. She has spent the last 9 years in the Public
Relations field, is currently working for two nonprofit organizations focusing on cancer:
the Susan G. Komen for the Cure and previously for St. Judes Childrens Research
Hospital. Lissa is starting her fifth year at Susan G. Komen for the Cure where her position
requires her to interact with the public through social media and solicit donations by
planning events and contests. She keeps in communication with participants after the
events to keep them engaged. When she is not working she tries to spend as much time
with her husband and two kids, because her work requires her to travel from place to place.

Kylie Herman-VP/CFO: Kylie Herman graduated from The University of North


Florida with a degree in Public Relations. She then pursued a masters degree in Public
Relations at the University of Florida. She now has 6 years of Public relations experience
through various PR firms and is currently bordering on her third year working at Proctor
and Gamble in their Public Relations department. While working for Proctor and Gamble,
she has had the opportunity to work on many campaigns that contribute to non-profits.
The world of non-profits is Kylies real passion and what she hopes to delve into

deeper. Kylie has been an active member in PRSA in her community for the past 8
years and will continue to do so. She hopes to give back to the University of North
Florida's PRSA chapter by becoming a mentor in their community. When she is not
working, Kylie enjoys spending time with her husband and three children.

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Agency Background (Contd)

Patrick Harrington - VP, Accounting Director: Patrick Harrington graduated


from the University of North Florida with a degree in Public Relations. He has 14 years of
experience in Public Relations working with not-for-profit clients and various independent
PR firms. He has contributed to ground-breaking PR campaigns by implementing new and
innovative tactics for various clients. One such campaign led to the passing of national
legislation preventing minors from accessing electronic cigarettes. Time Magazine dubbed
him the foremost champion of health public relations. In his time away from the office,
Patrick likes to keep physically active by playing beach volleyball, traveling, and camping.

Steven Tatsak - VP, Administration Director: Steven Tatsak is a graduate of the


University of North Florida with a degree in Public Relations. He has five years of
experience in Public Relations involving local clients of the American Red Cross and the
Mayo Clinic. Steven also brings over 20 years of administration experience as a retired US
Navy (Military Police) Chief and four years with the Department of Defense as a
Lieutenant. He is a member of PRSSA and a former member of the Fraternal Order of
Police (FOP) and instructor with the Motorcycle Safety Foundation (MSF). His interests
and hobbies include traveling, motorcycling, collector cars and small arms proficiency.

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Client Background

The American Cancer Society is the largest volunteer health organization in the
United States. Their goal is to eliminate cancer from classification as a major
health concern.
Some of its means to accomplishing this is to help prevent cancer at the earliest
stages, ensuring comfort for those already going through cancer, researching cures,
lobbying for legislation in the fight against cancer and helping to provide access to
care for underinsured and uninsured Americans.
The American Cancer Society was founded in 1913 in New York City. The
organization was originally called the American Society for the Control of Cancer
and started with 15 doctors and businessmen. Before gaining funding, it sought to
raise awareness of cancer. To raise this awareness, the ACS wrote articles for
journals and magazines. The group published its own monthly journal and
recruited doctors from across the country to educate the population about cancer.
Some events the American Cancer Society holds are the Relay For Life, Making
Strides Against Breast Cancer walk, galas, golf tournaments and fundraisers.
Jacksonvilles branch of the American Cancer Society hosts its own events such as
the Cowford Ball, North Floridas largest fundraiser for cancer research and
education.

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Situational Analysis

The American Cancer Society of NE Florida is focused on


eliminating cancer throughout families and ideally our society.
More than 8,600 men will die this year from melanoma. On
average, men spend more time in the sun then women and
they are also less likely to use sunscreen. Melanoma rates have
been rising for the past 30 years. The death rate for men with
melanoma has been steadily rising 0.5 percent each year.
Through public awareness and training, The American Cancer
Society is at the forefront of eliminating melanoma.

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Secondary Research

Our firm conducted secondary research to gain a better understanding of ACS, its
competitors, and its environment. In addition, we researched some background
and statistics of the Melanoma disease.
For more than 100 years, The American Cancer Society (ACS) has worked
relentlessly to save lives and create a world with less cancer and more birthdays.
Together with millions of their supporters worldwide, they help people stay well,
help people get well, find cures, and fight back against cancer. Their vision is a
world free of cancer, and they are here to help you.
ACS has a few main competitors which are the Breast Cancer Research Foundation,
Living Beyond Breast Cancer, National Breast Cancer Foundation, and Breast
Cancer Network of Strength. These focus primarily on breast cancer and its
research whereas the ACS regards all cancers types, and its research, combined
with various forms of support and treatments.
ACS does not divide itself into regions, or areas, but function nationally by state.
With an office in each major city, the Florida ACS is headquartered in Tampa and
transforming to operate under one umbrella. The Jacksonville office has requested
its Melanoma campaign be piloted in Jacksonville, Florida to educate people on
this deadly form of skin cancer. The target public, and the highest risk, for this
campaign are men, in their early 20s and 30s, with women as a secondary
audience.

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Secondary Research (Contd)

Melanoma accounted for more than 76,100 cases (about 43,890 in men and 32,210
in women) of invasive skin cancer in 2014. The rates of melanoma have been rising
for at least 30 years. Melanoma accounts for more than 9,700 deaths (about 6,470
men and 3,240 women) of the nearly 13,000 skin cancer deaths each year.
Melanoma is 20 times more common in whites than in African Americans.
Overall, the lifetime risk of getting melanoma is about 2 percent (1 in 50) for
whites, 0.1 percent (1 in 1,000) for blacks, and 0.5 percent (1 in 200) for
Hispanics. The risk of melanoma increases with age the average age at the time
it is found is 61. But melanoma is not uncommon even among those younger than
30. In fact, it is one of the most common cancers in young adults (especially young
women). This is the primary reason for this campaign.

The ACS collaborates with many nationwide organizations to promote skin cancer
prevention, education, and sun-safe policies. The ACS also works to improve
quality of life for people living with cancer through a variety of support services
and programs helping patients and families cope with the disease. Your American
Cancer Society is here to eliminate cancer as a major health problem.

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Primary Research

We asked 12 people how old they were, as our target audience were men and
women ages 20 39. 66 percent of the respondents were under 30 years old.
We asked how long they spent in the sun each week. 25 percent of the respondents
spent 10 or more hours in the sun.
In a scale from never to all the time, 50 percent of survey-takers said they
sometimes wore sunscreen, but 25 percent said they never do.
Favorite outdoor activities include going to the beach and playing/attending sports
events.
A majority of respondents source of information is the Internet.
We asked survey takers to rate their knowledge of melanoma, from 1 to 5 (1 is no
knowledge to 5 with extensive knowledge). The rating averaged 3.75.

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Additional Research

If chosen as the agency of record, we will continue primary research


with young adults, and women, who are most susceptible to
melanoma.
We will conduct random sample surveys of both young men and
women to discover their attitudes toward skin protection and
prevention from the sun.
Some questions, from 1 to 5 (1 is no knowledge to 5 with extensive
knowledge), we may ask them are:
How old are they?
Rate your familiarity of the American Cancer Society.
Rate your familiarity of programs and initiatives enacted by the ACS.
Rate your knowledge about melanoma.
Rate how often you use sunscreen.
Rate how many hours during the daytime do you spend outdoors.

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Additional Research (Contd)

Yet, we will conduct special surveys using stratified sampling of the


primary audience:
A survey targeting the primary and most-at-risk target audience:
Young men, ages 20 39, and women.
We will conduct a series of focus groups to discover the attitudes
toward the American Cancer Society, their knowledge and behavior
concerning skin care and melanoma. One of the focus groups will be
comprised of elements from the targeted audience.
We will conduct in-depth interviews with doctors specializing in
melanoma as to the prevalence of melanoma among men in the age
range of concern. We will investigate their observations of attitudes
and justifications of men who have contracted preventable melanoma.
We will also conduct in-depth interviews with other American Cancer
Society chapters about similar campaigns theyve done to raise
awareness about melanoma. We will discern whether any of their
tactics are adaptable to our own campaign and can be directed toward
men.

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Audience Analysis

Primary Audience - Men in their 20s and 30s:


In the First Coast Area of NE Florida, there is an estimated 177,703 men between
the ages of 20 and 39.
Melanoma is one of the most common invasive cancers among young adults (ages
20 to 39).
Psychographics of Males:
In a survey conducted by the Skin Cancer Foundation finds that men do not seem
to understand the risks of getting skin cancer. Nearly two-thirds of men surveyed
thought women needed sunscreen more because female skin is more sensitive to
UV rays. They believe that their skin is more impervious to sunburn and damage,
and the majority of messages dealing with the importance of sunscreen are directed
mainly at women and not at men.
MenScience Androceuticals, a leader in mens skin care, grooming and nutritional
products, has published research showing men will choose vanity over the health of
their skin. The company conducted a poll of 167 men, ages 20 to 55, and asked
them about their sunscreen usage. Although most men polled agreed that
sunscreen was necessary and some regret not using it in the past, and less than half
of the men polled actually used sunscreen daily. One-third of the men said that
they did not use sunscreen because they preferred to look tan, even though it could
cause skin problems later on in life, and almost half of the men did not wear
sunscreen because they did not like the way it felt.

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Audience Analysis (Contd)

According to the ACS, melanoma is one of the


most common invasive cancers among young
adults (ages 20 to 39).

The 2010 Florida Census Demographic


Breakdown of the First Coast Area Counties:

Duval County

Baker County

Total male population: 419,425

Total male population: 14,160

Males between the ages of 20 and 39: 118,405

Males between the ages of 20 and 39: 2,934

Total female population: 444,83

Total female population: 12,955

Clay County

Putnam County

Total male population: 93,491

Total male population: 36,884

Males between the ages of 20 and 39: 21,932

Males between the ages of 20 and 39: 7,353

Total female population: 97,37

Total female population: 37,48

Nassau County

St. Johns County

Total male population: 36,146

Total male population: 92,425

Males between the ages of 20 and 39: 7,926

Males between the ages of 20 and 39: 19,153

Total female population: 37,168

Total female population: 97,614

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Audience Analysis (Contd)

Secondary Audience - Women:


Women tend to be more aware than men about the damage that can occur to their
skin from sun exposure without sunscreen applied, and women also use sunscreen
more often than men do because they put it on in the form of moisturizers and
makeup. However, there is still a good portion of women that believe they do not
need sunscreen.
The top reasons that women have for not wearing sunscreen are to avoid
breakouts, to get tan, skin cancer doesnt run in my family, I never burn, to avoid
chemicals in sunscreen, its cloudy, and Im not spending hours outside, sunscreen
is to expensive, and skin cancer is one of the most treatable forms of cancer.
Psychographics of Females:
Women tend to be more aware then men about the damage that can occur to their
skin from sun exposure without sunscreen on, and women also use sunscreen more
often than men do because they put it on in the form of moisturizers and makeup.
However, there is still a good portion of women that believe they do not need
sunscreen.
The top reasons that women have for not wearing sunscreen are to avoid
breakouts, to get tan, skin cancer doesnt run in my family, I never burn, to avoid
chemicals in sunscreen, its cloudy, and Im not spending hours outside, sunscreen
is to expensive, and skin cancer is one of the most treatable forms of cancer.

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SWOT Analysis

STRENGTHS:
Positive message- The American Cancer Society is preventing cancer, diminishing
suffering and saving lives through research, education, advocacy and service.
Loyal Volunteers and Donors- The American Cancer Society is a global grassroots
force that relies on the strength of more than 3 million dedicated volunteers and donors
that make a major impact around the globe, across the nation, and throughout Florida,
including right here in the First Coast Area.
Loyal Customers- 4 million people across the globe participate in the more than 5,000
American Cancer Society Relay For Life events held each year.
Effective Communication-the ACS provides life-saving cancer information through
partnerships with most major hospital systems and healthcare organizations in the First
Coast Area, as well as other major businesses and organizations through our systems
approach. The ACS is also addressing cancer disparities in the community through
partnerships with diverse organizations, community organizations through our systems
approach.
Market Share Leadership- The largest voluntary health organization in the United
States and is the leader in the fight to end breast cancer.
Corporate Sponsorship- Athena, Chevrolet, Lee, H&M, Dressbarn, Longaberger,
Maurice's, The Pampered Chef, Cascade Cart Solutions, Lady Foot Locker, A.C. Moore,
Wild Delight, Lowes, NFL, Barclays, Chicago, Haverty's, 3M, ACE, Bridgestone, Paul
Mitchell, SO.CAP.USA, Tanger Outlets, Taxicab, the Limousine & Paratransit Association.

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SWOT Analysis (Contd)

STRENGTHS (Contd)
Examples:
a.

Tanger Outlets- In the last 15 years they have contributed $5.4 million to
ACS.

b.

SO.CAP.USA- Started the Pink Hair for Hope campaign and a portion of the
proceeds goes to ACS.

c.

Pampered Chef- Started the Help Whip Cancer campaign and have raised
$10.5 million for ACS.

WEAKNESSES:
Communication- Limited in reaching certain target audiences (Men in their 20s
and 30s).
Media Attention
Lack of fully updated social media sites
Lack of communication through social media sites
OPPORTUNITIES:
More corporate sponsorships.
Reaching new target audiences outside of the normal demographics.
Reaching out to men in their 20s and 30s.
Using social networking to help reach new audiences.

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SWOT Analysis (Contd)

THREATS:
Competition- Breast Cancer Research Foundation, Living Beyond Breast Cancer,
National Breast Cancer Foundation, and Breast Cancer Network of Strength.
External Changes- current economic condition, communication technologies,
social entrepreneurship, scrutiny and transparency.
Loss of even participants.
Audience does not believe that cancer applies to them.

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Campaign Goal

The goal of the campaign is to raise awareness about


melanoma, and its significance among young adults in
Northeast Florida, from March 1 to May 10, 2015.

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Objective 1

1-Increase use of sunscreen for 10,000 men and women, ages 20 to 30.
Tactic #1 Events
Teams will be going to the beach to promote melanoma awareness during spring break and on
weekends throughout the three-month campaign. They will set up awareness tents at March
Madness, Gate River Run, One Spark, a Jacksonville Suns game. The big finale will be TPC
Sawgrass where they will set up tents for giveaways, sun block lotion application stations, and
awareness during the four-day event.
Tactic #2 Representation during the Gate River Run
The Gate River Run is March 14, 2015. The American Cancer Society will sponsor a team of 10
runners wearing t-shirts adorned with the logo and motto of the campaign. This will capture the
attention of the media and other runners seeing the unity of our team spreading awareness. Event
volunteers will also wear the t-shirts.
Tactic #3 Social media
Using Facebook, YouTube, and Twitter will promote awareness of melanoma. These platforms could
be used to promote events where the American Cancer Society will be present to give away products
and promote melanoma awareness. Facts and testimonials will be posted regularly on social media
as well. PSAs will be produced to put on YouTube to appeal to younger demographics.
Tactic #4 Traditional media
A representative will make appearances on WJXTs The Morning Show and WJCTs First Coast
Connect to talk about the campaign. PSAs will be produced for television and radio promoting
awareness for melanoma and sunscreen use.

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Objective 2

2-Increase use of sunscreen for 10,000 men and women, ages 20 to 39.

Tactic #1 Giveaways/prizes for applying sun block lotion


Teams will hand out gear, along with sun block from large industrial pump
containers. Items handed out can be used in the sun, such as sunglasses with a logo
and message. Other giveaways include hats for attendees at the TPC event in May.
Water bottles will be given out to those stopping by the tents. This giveaway is
intended to encourage passing visitors to pump sun block onto themselves.
Tactic #2 Social media
Using Facebook, YouTube, and Twitter will promote awareness of melanoma.
These platforms could be used to promote events where the American Cancer
Society will be present to give away products and promote melanoma awareness.
Facts and testimonials will be posted regularly on social media as well.
Tactic #3 Public Service Announcements
PSAs will be produced to put on YouTube to appeal to younger demographics.
Since airtime for PSAs is free, we will present the PSAs on-air for television and
radio.

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Objective 3

3-Create media coverage by achieving:


-1,000 page likes by May 10 with a specialized melanoma campaign on Facebook.
-500 new Twitter followers for the ACS with 300 tweets for three (3) months.
-Gain 1,000 video views on YouTube.
-Five earned traditional media coverages.

Tactic #1 Social media


Using Facebook, YouTube, and Twitter will promote awareness of melanoma. These
platforms could be used to promote events where the American Cancer Society will be
present to give away products and promote melanoma awareness. Facts and testimonials
will be posted regularly on social media as well.
Tactic #2 Public Service Announcements
PSAs will be produced to put on YouTube to appeal to younger demographics. Since
airtime for PSAs is free, local stations will present the PSAs on-air for television and radio.
Tactic #3 Traditional media
A representative will make appearances on WJXTs The Morning Show and WJCTs
First Coast Connect to talk about the campaign. PSAs will be produced for television and
radio promoting awareness for melanoma and sunscreen use.

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Strategies

Obj 1-Increase melanoma awareness by 10 percent in males 20-39 in


the First Coast area.
We want to increase melanoma awareness by 10 percent in males 20 to 39
based on the responses in our survey. The average rating of knowledge about
melanoma is 3.75 out of 5. We feel this is not an acceptable level of awareness.
Men need to know more about this form of cancer since melanoma affects
them slightly more than women. Melanoma kills twice as many men than women.

Obj 2-Increase use of sunscreen for 10,000 men and women, ages 20 to
39.
Sunscreen is one of the leading preventative measures against melanoma
according to the American Cancer Society. According to the primary research
conducted for this proposal, 1 out of 4 participants do not use sunscreen. We need
to help them start safe sunscreen habits to help them prevent melanoma. With an
explanation of the benefits of sunscreen, it is hopefully a chance to educate our
primary target audience.

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Strategies (Contd)

Obj 3-Create media coverage by achieving:


-1,000 page likes by May 10 with a specialized melanoma campaign on Facebook.
-500 new followers for the ACS with 300 tweets for three (3) months.
-Gain 1,000 video views on YouTube.
-Five earned traditional media coverages.
The media is the easiest and fastest way to send a message to targeted
publics. People 20 to 39 years old get their information from the Internet and
social media. Facebook and YouTube are the top two most-used social media
platforms in the U.S. Getting media coverage will spread awareness of melanoma.
Using traditional media will be effective by gaining coverage through PSAs and
appearances on morning shows on WJXT and WJCT.
(WJXT was number one (#1) in the 2014 May sweeps period for the morning,
evening and late news broadcasts.)

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Timeline & Calendar

This will be a three-month campaign starting on March 1, 2015 until the


end of the TPC Sawgrass event on May 10, 2015.
The campaign will commence with surveys and focus groups and tactics
will start on March 14, 2015 at the Gate River Run. Throughout the two
and a half months, we will be featured on air on WJXTs The Morning
Show and WJCT's First Coast Connect to spread awareness of the
gravity of skin cancer and suggest ways to prevent it.
March:
Spring Break for UNF, JU, FSCJ (Mar. 16 -21)
Gate River Run (Mar. 14)
NCAA Men's BB Tournament (19 & 21)
April:
One Spark (April 7-12)
Jacksonville Suns baseball (April 10-12 & 25, 26)
Jacksonville Beaches
May:
Jacksonville Beaches
TPC Sawgrass (May 5 10)

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Evaluation (of Objectives)

1. Increase melanoma awareness by 10 percent in males 20-39 in the


First Coast area.
To evaluate the effectiveness of the objective, we will conduct post-surveys and
interviews to see if there is an increase of attitudes and knowledge about
melanoma. Teams will also use a clicker to count how many visitors stopped by the
tents and will set-up at various events for the duration of the campaign.
2. Increase use of sunscreen for 10,000 men and women, ages 20 to
39.
To assess whether the objective was met, we will count how many items were given
out, and how many items were left over. We will see how much lotion is left at the
end of each event.
3. Create media coverage by achieving:

1,000 page likes by May 10 with a specialized melanoma campaign on


Facebook.

500 new followers for the ACS with 300 tweets for three (3) months.

Gain 1,000 video views on YouTube.

Five earned traditional media coverage.

To see how effective the objective was, we will count the number of hits on the
website, the views on YouTube, likes on Facebook, and Twitter subscriptions. We
will count how many stories are produced and written in the local media.

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Budget
Item

Amount

Cost

Water

720 Cases

$2,290

Lotion

48-1 Gal pumps

$6,820

PSA Production Fee

$1,000

Customized Tents

$1,300

Tables

$210

Counting clicker

$25

Social Media

$2,200

Custom T-Shirts

30

$600

Marathon Fee

10

$500

Custom Banners

$400

Custom Sunglasses

5,000

$3,200

Custom Hats

250

$463
_________________

Subtotal

$19,008

+ Agency Fee

$4,000
_________________

Total budget

$23,008

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Appendix

Primary Research Questions.

How long are you in the sun?


<1 hours

What is your age range?

1-2 hours

18 24

3-5 hours

25-34

6-8 hours

35-44

9 + hours

45-54
54-65

How familiar are you with melanoma?

65+

Very familiar
Somewhat familiar

What is your gender?

Not familiar

Male /Female?

N/A

How often do you use sunscreen?

Do you consume alcohol?

All the time

Yes/No

Sometimes
Rarely
Never

Which form of media do you get your


information>
What is your primary route to work
around Jacksonville?

30 PRime Skills LLC, Public Relations

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-design
Derris, J. (2014, August 8). Poll: Few Adults Apply Sunscreen. Web. November 13, 2014, from
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Sagon, C. (2012, July 5). Men And Sunscreen: Why Arent They Using Any? Retrieved November 13,
2014. http://blog.aarp.org/2012/07/05/men-and-sunscreen-why-arent-they-using-any/
Social Media: U.S. websites ranked by visits 2014 | Statistic. (n.d.). Web. November 13, 2014.
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WJXT news sweeps May 2014 ratings. (n.d.). Web. November 13, 2014.
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4imprint. 4imprint. Web. 13 Nov. 2014. http://www.4imprint.com/tag/91/Headwear/
product/113852/Lightweight-Value-Cap