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Research Letter
August 2018

Analysis of the Twitter “Don’t Fry Day” Campaign

Author Affiliations
  • 1Behavioral Research Program, National Cancer Institute, Bethesda, Maryland
  • 2Cancer Prevention and Control Program, Fox Chase Cancer Center, Philadelphia, Pennsylvania
JAMA Dermatol. 2018;154(8):961-962. doi:10.1001/jamadermatol.2018.1481

The National Council on Skin Cancer Prevention1 created a public awareness campaign, “Don’t Fry Day,” to encourage sun safety awareness and proper sun protection behaviors. Don’t Fry Day occurs on the Friday before Memorial Day, and council members promote sun safety through all media channels and mediums.2 Owing to the regular use of social media by young adults, it is an ideal platform to reach individuals more likely to engage in unsafe UV behavior.3,4 The current study assessed the reach of the Don’t Fry Day campaign on Twitter and identified what types of individuals and/or tweeters are engaging in the campaign.