Australia has one of the highest rates of skin cancer in the world, representing 80% of all diagnosed cancers each year (Cancer Council Australia, n.d.). The dissemination of information regarding the prevention and detection of skin cancer through social marketing campaigns is a vital element in protecting the well being of Australians. In drawing on self-regulatory focus theory, this study is the first to examine the role of message framing (i.e., gain framing vs. loss framing) in conjunction with an individual's efficacy appraisals (i.e., self-efficacy vs. response efficacy) associated with skin cancer behaviors (i.e., prevention vs. detection behaviors). Findings show the effectiveness of social marketing campaigns is contingent upon good "regulatory fit," which is achieved when gain framing is coupled with self-efficacy appeals and loss framing is coupled with response-efficacy appeals. For social marketers, who constantly strive to maximize the effectiveness of advertising expenditure, the findings of this study are highly significant.