The 'Safe Sun' program had the goal of increasing patrons' and lifeguards' skin-protective behaviors and involved informational, prompting, feedback and goal-setting and incentive components coupled with pool lifeguards modeling protective behaviors such as wearing shirts, hats and sunglasses or staying in shaded areas. During two phases of a project involving 27 pools, it was found that while the program increased patrons' and lifeguards' protective behaviors, the largest changes were found at one pool where lifeguards were required to participate in the program. Patrons' protective behaviors at this pool increased from 30.7 percent to 52 percent, and lifeguards' protective behaviors increased from 40.8 percent to 95.7 percent. Social marketing, environmental change and institutionalization processes are needed to make skin-cancer prevention programs more effective.