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Skin cancer is currently a rapidly expanding global epidemic. An increase in its incidence is expected, as well as an alarming economic impact on healthcare systems. In Spain, where solar radiation is high throughout the year, the situation is particularly concerning. However, various international studies provide evidence that prevention is effective in slowing down the epidemic and significantly reduces costs for healthcare organisations and institutions. Many of the cases diagnosed may have originated from excessive exposure to ultraviolet rays during adolescence and youth, and several studies identify these groups as among the most vulnerable.

In this context, and within a digital landscape characterised by information overload and misinformation, it is essential to develop communication strategies that bring accurate information to young people and encourage sun-protection habits. Our study analysed the effectiveness of an audiovisual campaign disseminated by the association Melanoma España and designed using the scientific Health Belief Model, which helps explain how individuals perceive the risk associated with skin cancer. Through an experimental design with young participants, their perceptions and healthy behavioural intentions were assessed before and after viewing the campaign.

The results showed that integrating scientific models into the creation of audiovisual communication campaigns aimed at young people enables the development of more effective messages tailored to their prior level of knowledge. Furthermore, the study demonstrates that adapting content to the existing knowledge levels of the stakeholders is essential for achieving more effective campaigns. In a country where sun exposure is part of everyday life, well-grounded and sustained communication initiatives can help mitigate a serious public health problem.

The study, published in Corporate Communications: An International Journal, is one of the outcomes of the R&D&I projects COMUNICANCER that address strategic communication for the prevention of skin cancer caused by photo-exposure and are carried out by an interdisciplinary team of communication and health specialists from various Spanish and international universities. The study involved the collaboration of Dr Ángeles Moreno (Full Professor at Universidad Rey Juan Carlos and PI of the project), Dr Cristina Fuentes-Lara (Associate Professor at Universidad Rey Juan Carlos and Co-PI of the project), and Dr Ileana Zeler (Associate Professor at Universitat Autònoma de Barcelona).