Luciana is a nineteen-year-old Italian woman who loves spending time at the beach and is unaware of the risk for skin cancer associated with prolonged sun exposure. (For additional detail on Luciana’s beliefs, behavior, and social context, see Box 2.1 in Chapter Two.) Apply the core definitions in this chapter to:

• Establish the preliminary overall program goal of a health communication program targeted to Luciana and her peer group.

• Develop measurable outcome objectives (behavioral, social, and/or organizational) for this program. For organizational objectives, think of professional or consumer organizations that may have an interest in participating in a program on skin cancer prevention.