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Prävention von Hautkrebs

Kommunikationsstrategische Überlegungen

Prevention of skin cancer

Considerations on strategic communication

  • Leitthema
  • Published:
Bundesgesundheitsblatt - Gesundheitsforschung - Gesundheitsschutz Aims and scope

Zusammenfassung

Seit Jahrzehnten steigt weltweit die Zahl der Hautkrebsneuerkrankungen in der hellhäutigen Bevölkerung an. In Deutschland ist Hautkrebs die am häufigsten auftretende Krebsart. Um die Krankheitslast von Hautkrebs zu reduzieren, spielen der Schutz der Bevölkerung vor ultravioletter Strahlung (primäre Prävention) und die Früherkennung (sekundäre Prävention) eine entscheidende Rolle. In diesem Zusammenhang ist die Information der Bevölkerung von hoher Bedeutung, um präventives Verhalten zu fördern und eine Entscheidung über früherkennende Maßnahmen zu ermöglichen. Ziel dieses Beitrages ist es, einen Überblick über kommunikationsstrategische Möglichkeiten, die zur Informierung der Bevölkerung im Rahmen der Hautkrebsprävention zur Verfügung stehen, zu geben. Um die entsprechenden Bevölkerungsgruppen zielgenau zu erreichen, wird eine vorangehende Zielgruppensegmentierung empfohlen. Zudem sind relevante Multiplikatoren in den Informationsprozess mit einzubeziehen. Bei der Realisierung stehen unterschiedliche Kommunikationsformen und -mittel zur Verfügung, wobei sich insbesondere individualisierte Informationen für eine nachhaltige Information eignen. Damit kommunikative Maßnahmen verschiedene Stufen im Verhaltensprozess und die damit verbundenen Faktoren berücksichtigen, ist eine Entwicklung auf Basis theoretischer Modelle von Vorteil. Elemente der formalen und summativen Evaluation sind geeignet, Interventionen zu begleiten und zu bewerten. Die Literatur zeigt, welche Effekte verschiedene kommunikative Strategien auf Einstellung, Wissen und Verhalten haben, jedoch ist aufgrund der Komplexität kommunikativer Interventionen in der Regel ein Rückschluss einer bestimmten Wirkung auf ein einzelnes kommunikatives Element kaum möglich.

Abstract

In recent decades the numbers of cases of skin cancer have been increasing worldwide in light skinned populations. In Germany skin cancer is the most common form of cancer. To reduce the burden of skin cancer protection from ultraviolet radiation (primary prevention) and early detection (secondary prevention) of the disease play a decisive role. In this context information to the population about preventive behavior and the support of informed decision-making in skin cancer screening are important aspects in communication. This paper gives an overview about communicational aspects in the promotion of skin cancer prevention. In the development of communicational interventions it is important to identify the relevant target groups. Relevant key opinion leaders have to be included in the information process. Additionally, interventions should be based on a theoretical framework and be designed for the respective target group. Furthermore, different forms of communication and communication tools are provided for the realization of an information intervention. To appraise the intervention elements of summative and formal evaluation are available. The current results provide important findings about different effects of communicational aspects on knowledge and behavior of the population; however, due to the complexity of information interventions a particular effect cannot be explained by a single communicational element.

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Einhaltung ethischer Richtlinien

Interessenkonflikt. M.P. Anders, E. Baumann und E.W. Breitbart geben an, dass kein Interessenkonflikt besteht.

Dieser Beitrag enthält keine Studien an Menschen oder Tieren.

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Authors and Affiliations

  1. Arbeitsgemeinschaft Dermatologische Prävention e.V., Cremon 11, 20457, Hamburg, Deutschland

    M.P. Anders MPH & E.W. Breitbart

  2. Fakultät für Gesundheitswissenschaften, Universität Bielefeld, Bielefeld, Deutschland

    E. Baumann

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  1. M.P. Anders MPH
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  2. E. Baumann
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  3. E.W. Breitbart
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Correspondence to M.P. Anders MPH.

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Anders, M., Baumann, E. & Breitbart, E. Prävention von Hautkrebs. Bundesgesundheitsbl. 57, 343–350 (2014). https://doi.org/10.1007/s00103-014-1936-1

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