JMIR Publications

ABSTRACT

Background:

Outdoor workers receive significantly more ultraviolet radiation exposure than indoor workers, increasing their skin cancer risk. Hispanic individuals comprise a large proportion of the outdoor workforce in the United States but have limited access to culturally-tailored prevention resources.

Objective:

This study assessed the perceptions of a culturally-tailored narrative video to promote skin cancer prevention among Spanish-speaking Hispanic outdoor workers.

Methods:

A qualitative study was conducted using two focus groups with Hispanic outdoor workers. Prior to viewing the video, participants completed surveys assessing sociodemographic factors, sun exposure, and protective behaviors. Focus group discussions explored video comprehension, cultural relevance, emotional engagement, and dissemination strategies. Quantitative data were summarized descriptively, and qualitative data were analyzed using rapid qualitative analysis.

Results:

Among N=19 participants, the mean age was 46.5 years (SD=15.5) and 94.7% identified as male. While 47.4% reported 6-9 hours of outdoor work per day, more than half (52.6%) reported not engaging in sun protection. Participants described the video as culturally resonant, realistic, and engaging. Identification with characters and family-centered themes increased perceived relevance and message credibility. Many participants reported increased awareness of skin cancer risk and greater confidence in adopting sun-protective behaviors. Dissemination recommendations included workplaces, social media, schools, daycares, clinics, and other community settings.

Conclusions:

Our video shows promise in improving skin cancer awareness and prevention, reflecting strong acceptability among participants. Future randomized controlled studies are needed to assess its effectiveness in enhancing long-term sun-protective behaviors.