Sponsorship and sun protection practices in lifesavers

Lifesavers are important role models for sun protection at benches. A long- term sponsorship of life-saving associations in Victoria, Australia, has pr omoted structural changes to improve lifesavers' sun protective attitudes a nd behaviour. In contrast, there has been little such promotion for New Sou th Wales lifesavers. Surveys of 129 Victorian lifesavers and 134 New South Wales lifesavers, and 381 interviews with beach goers, as well as an earlie r 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 favoura ble perceptions of themselves as role models for sun protection, and Sewer 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 pro tection. We argue that the sponsorship has produced nt least some of this c hange in behaviour and thus that sponsorships can be an effective health pr omotion tool.