This paper explores men's behaviour and attitudes in relation to health matters. While there has been some practical and research progress in engaging with users of health services, there is less development in the area of engaging non-users. In effect, all members of the society can be the consumers/users of health promotion, though not all are. This paper reports on the first stage of a wider project aimed at increasing the effectiveness of skin cancer awareness messages aimed at men. The project focuses on men over 50 from an area of socio-economic disadvantage, since these men tend to have the lowest life expectancies in general, and the highest incidences of mortality for skin cancer both at a national and international level. The research was conducted through community-based focus groups and while the sample was relatively, small it produced some interesting outcomes in terms of how this cohort audited and responded to public health promotion campaigns; how they perceive cancer and health issues in general; how they respond to health issues; and how they view both the public health service in Ireland and the ways health professionals relate to them. It confirms many theories about how men view their health and how they respond to health promotion campaigns. Among other points, it raises questions about the possible mixed benefits of testimonial-based advertising. It also indicates that there may be further layers of complexity connected to identity, fatalism, problem solving and respectful treatment that have not been sufficiently articulated in the literature. It points to the need for greater engagement by service planners and providers with the needs of their target audience, which may require a more encompassing definition of service user. Skin cancer, men over 50 and riskAccording to the National Cancer Registry of Ireland (2007) nonmelanoma skin cancer is the most common form of cancer in Ireland, and melanoma skin cancer is the eighth most common cancer. Melanoma incidence has shown the second highest rate of increase for a cancer in Ireland at 3.3% and mortality rates from melanoma have shown the highest increase at 4.2%. O'Lorcain et al. (2006) predict that in the next 10 years, there will be a 53% increase in the incidence rates in women and 75% in men.

The economic crisis that emerged in 2008

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