The two most frequent themes focused on ‘protection of the skin’ (32%) and on ‘skin cancer prevention’
(23%) via risk reduction behavioral practices. Analysis of message content regarding UVR reduction
practices showed that many mentioned ‘use of sunscreen’ (65% of messages) with the least-often
mentioned behaviors being ‘seek shade’ (6.3%) and ‘do not burn’ (1.4%). In addition, a quarter of the
articles lacked any content mentioning recommended UVR reduction behaviors.