Promoting sun protection in children: rationale and challenges.

This article outlines the epidemiological and educational arguments for promoting sun protection during childhood and highlights factors that may facilitate or hinder achievement of this behavioral outcome. A model describing behavioral factors in the causation of skin cancer is presented. Summary results from previous behavioral studies and interventions relating to primary prevention of skin cancer are described, and recent data on the cost-effectiveness of sun protection in Australia and its implications for health insurers are discussed. This article also includes a commentary on the demonstration projects promoting skin cancer prevention among children and their caregivers featured in this special issue of Health Education and Behavior.