Sponsorship and sun protection practices in lifesavers

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Abstract
Lifesavers are important role models for sun protection at beaches. A long-term sponsorship of life-saving associations in Victoria, Australia, has promoted structural changes to improve lifesavers' sun protective attitudes and behaviour. In contrast, there has been little such promotion for New South Wales lifesavers. Surveys of 129 Victorian lifesavers and 134 New South Wales lifesavers, and 381 interviews with beach goers, as well as an earlier survey of Victorian lifesavers in 1989, were used to evaluate the impact of the sponsorship. Victorian lifesavers reported more frequent use of hats, long-sleeved shirts and shade shelters whilst on patrol, had more favourable perceptions of themselves as role models for sun protection, and fewer were sunburnt last patrol. However, attitudes to tanning and sunbaking were not significantly different to NSW lifesavers. Comparison with the data in 1989 showed marked improvements in Victorian lifesavers' levels of sun protection. We argue that the sponsorship has produced at least some of this change in behaviour and thus that sponsorships can be an effective health promotion tool.

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