01369nas a2200265   4500000000100000008004100001260001300042653001800055653002300073653001600096653004200112653002100154653001100175653001700186653002200203653002100225653001700246653001100263100001500274245010900289300001000398490000700408520067400415022001401089       2011                            d  c2011 May10aCommunication10aCommunity Medicine10aDermatology10aHealth Knowledge, Attitudes, Practice10aHealth Promotion10aHumans10aSelf Concept10aSkin Pigmentation10aSocial Marketing10aStereotyping10aSuntan1 aKarelas GD00aSocial marketing self-esteem: a socio-medical approach to high-risk and skin tone alteration activities.  a590-20 v503 a<p>This paper proposes social marketing as a tool to build individual self-esteem and thus prevent the uptake of activities that pose risk to health. Evidence supporting this approach can be drawn from pioneer social marketing campaigns of the last 30 years that successfully addressed the prevention, treatment and stigmatization of skin cancer and leprosy with a fraction of the communication and media tools available today. Focusing primarily on the practices of skin tanning and lightening, this paper builds on studies that validate the ties between self-esteem and behavior, and addresses popular conceptions of skin color as drivers for individual behavior.</p>  a1365-4632