Luciana is a nineteen-year-old Italian woman who loves spending time at the beach and is unaware of the risk for skin cancer associated with prolonged sun exposure. (For additional detail on Luciana’s beliefs, behavior, and social context, see Box 2. 1 in Chapter Two.) Apply the core definitions in this chapter to the following:

• Establish the preliminary overall program goal of a health communication program intended to engage Luciana and her peer group.

• Identify key groups and stakeholders who should become engaged and provide input on health communication planning on this topic.

• Develop measurable outcome objectives (behavioral, social, and organizational) for this program. For organizational objectives, think of professional or consumer organizations that may have an interest in participating in a program on skin cancer prevention.

Data from 2. 1 BOX 2. 1. DIFFUSION OF INNOVATION THEORY: A PRACTICAL EXAMPLE

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Luciana, a nineteen-year-old college student, lives in a coastal town in southern Italy and loves going to the beach. During her summer vacation and many of the late spring weekends, she spends four to six hours each day basking in the sun while talking with her friends or playing beach volleyball or swimming. She uses sunscreen lotion with a low sunscreen protection factor (SPF), and only at the beginning of the season, to avoid sunburn. Once she is tanned, she may not use it at all. Most of her friends rarely use any sunscreen protection and, if they do, use the same kind with a low SPF. During the winter, Luciana keeps her tan by using artificial ultraviolet sunlamps. In the summer, getting a nice tintarella, the Italian word for suntan, is one of Italians' favorite pastimes and is considered very attractive. People compliment each other on their tintarella. Although Luciana and some of her friends may be somewhat aware that prolonged and continual sun exposure is a risk factor for skin cancer, the aesthetic appeal and social approval of a tanned skin allay their doubts about sun exposure. Luciana also feels she is too young to worry about skin cancer, does not know enough about it, and therefore does not feel the need to use much stronger sunscreen protection.