How Media And New Communication Technology Can Be Used To Enhance Health Literacy Among Children At School Age Dr K Vijaya Director Corporate Marketing & Communication Division Health Promotion Board, Singapore

Health Literacy The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions.

The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions.

Importance of Health Literacy Improving health literacy is one of the goals and objectives set by the U.S. Department of Health and Human Services in Healthy People 2010.

Improving health literacy is one of the goals and objectives set by the U.S. Department of Health and Human Services in Healthy People 2010.

Application of Health Literacy Health promotion Health protection Disease prevention & screening Care & maintenance Access to care & navigation of system

Health promotion

Health protection

Disease prevention & screening

Care & maintenance

Access to care & navigation of system

Benefits of Health Literacy Improving the health literacy of school-going children will empower them to: Make the right decisions in their adult age Reduce their chances of contracting diseases Reduce the need for hospitalisation

Improving the health literacy of school-going children will empower them to:

Make the right decisions in their adult age

Reduce their chances of contracting diseases

Reduce the need for hospitalisation

Promoting Health Literacy in Schools Schools play a critical role in building health literacy Classroom environment is conducive for dissemination of knowledge

Schools play a critical role in building health literacy

Classroom environment is conducive for dissemination of knowledge

Advantages Accurate information provided in a captive setting Students can be assessed on their knowledge Disadvantages Didactic instructions no longer favored by Generation ‘Y’ What is taught in schools (theory) may not be applied in practice Promoting Health Literacy in Schools

Advantages

Accurate information provided in a captive setting

Students can be assessed on their knowledge

Disadvantages

Didactic instructions no longer favored by Generation ‘Y’

What is taught in schools (theory) may not be applied in practice

Influence of Media on Health Literacy Youth exposed to mass media, Internet, mobile technology Youth influenced by peers, celebrities and media Consistency of messages taught in schools and media

Youth exposed to mass media, Internet, mobile technology

Youth influenced by peers, celebrities and media

Consistency of messages taught in schools and media

Promoting Health Literacy Through Media International examples: Weaved into popular US TV shows Story of patient suffering from HIV in “ER” HIV-prevention storyline in “Bold & The Beautiful”

International examples:

Weaved into popular US TV shows

Story of patient suffering from HIV in “ER”

HIV-prevention storyline in “Bold & The Beautiful”

International examples: Use of media to educate Canadian youth on health risks of tobacco Interactive microsite in Australia to teach youth how to react to different situations US website for youth on sexuality, relationships etc Promoting Health Literacy Through Media

International examples:

Use of media to educate Canadian youth on health risks of tobacco

Interactive microsite in Australia to teach youth how to react to different situations

US website for youth on sexuality, relationships etc

The Singapore Experience

Opportunities for Raising Health Literacy Literacy rate : 95.4% Compulsory education for 6 years at Primary level Health education part of core curriculum in schools Universities and schools require students to submit projects and homework online

Literacy rate : 95.4%

Compulsory education for 6 years at Primary level

Health education part of core curriculum in schools

Universities and schools require students to submit projects and homework online

Penetration of Internet Among Singapore School Children 74% of households in public housing and 92% in private housing have at least one computer 88% of households with school-going children have at least one computer Computer usage : 10-14 yrs : 85% 15-59 yrs : 68%

74% of households in public housing and 92% in private housing have at least one computer

88% of households with school-going children have at least one computer

Computer usage :

10-14 yrs : 85%

15-59 yrs : 68%

Internet Activities in Singapore Source : 2006 Annual Survey on Infocomm Usage by IDA 9% 17% 4% Reading blogs created by others 5% 10% 12% Creation of own blogs 69% 26% - Related to health or health services 9% 35% 25% Downloading or listening to online music 28% 32% 52% For education or learning activities 0% 31% 58% Playing or downloading online games 25% 69% 59% Other information or general web browsing 59% 81% 67% For getting information 61% 86% 78% For communicating 60 yrs & above 15-59 yrs 10-14 yrs Internet activity

Singapore’s Mobile Penetration Penetration rate is 106.8% Some own more than one mobile phone.

Penetration rate is 106.8%

Some own more than one mobile phone.

Traditional & New Communication Technology Utilised to enhance health literacy among Singapore school-going children

Utilised to enhance health literacy among Singapore school-going children

Multi-Channel Marketing Reach out to Singaporeans Outdoor Marketing Mobile eDMs TV Internet Press Radio Health Exhibition Center Health Information Center Health Resources Outreach Events

Traditional Media Target Groups and Channels Used Peer-to-peer marketing, press, outdoor media, events, electronic mailers STOMP AIDs; Smoking for Young Women Youth in tertiary institutions Press, magazines, radio; online; outdoor media; events Youth HIV/AIDs; Mental Wellness Youth in Secondary School Television Childhood Injury Prevention Programme; Hand, Foot & Mouth Disease; Myopia Kids aged 5 to 12 years Parenting magazine, radio, press, television Childhood Injury Prevention Programme; Hand, Foot & Mouth Disease; Myopia Parents with kids Channels Programmes Target Group

CHIPP

CHIPP TVC

HFMD

HFMD TVC

Myopia

Myopia TVC

LIME Sonic Bang

Smoking – Young Women

STOMP AIDS Challenge http://stompaids.yah.sg/

New Media

HPB Online http://www.hpb.gov.sg/

Health Podcasts NutriLine podcast Over 40,000 hits since launch (Sep 2006). http://www.hpb.gov.sg/podcasts/

NutriLine podcast

Over 40,000 hits since launch (Sep 2006).

Youth Health Blog

Audible Hearts Online Counselling http://audiblehearts.yah.sg/

Mobile Diet Tracker Free software Comprehensive food database, including Singaporean/Asian dishes Stores user’s data for 7 days http://www.hpb.gov.sg/diettracker/

Free software

Comprehensive food database, including Singaporean/Asian dishes

Stores user’s data for 7 days

Mobile Ecards Over 1,100 eCards were sent on Valentine’s Day http://www.hpb.gov.sg/web/healthmessage/

HealthZone TeenStar

Healthy Lifestyle @ Teen Central

Food Info Search Most popular tool on HPB’s website Used by Nutrition students in Singapore Covers more than 6000 foods eaten in Singapore http://www.hpb.gov.sg/hpb/default.asp?pg_id=1016

Most popular tool on HPB’s website

Used by Nutrition students in Singapore

Covers more than 6000 foods eaten in Singapore

Bone Almighty http://teencentral.gov.sg/osteo/

HIC Online http://hic.hpb.gov.sg/

HealthZone http://www.hpb.gov.sg/healthzone/

Key Findings from Usability Survey 50% of respondents have used the Internet for over 5 years Males and females spend the same amount of time on the Internet 80% access the Internet from home and 18% from School The older the students, the longer they spent on the Internet

50% of respondents have used the Internet for over 5 years

Males and females spend the same amount of time on the Internet

80% access the Internet from home and 18% from School

The older the students, the longer they spent on the Internet

Key Findings from Usability Survey Top four most popular online activities are: Chat Watching Videos (e.g. YouTube) Browsing For School Activities Gaming

Top four most popular online activities are:

Chat

Watching Videos (e.g. YouTube)

Browsing For School Activities

Gaming

Impact of Media & New Media Technology on Health Literacy Measured through : Surveys Focus groups Pageviews, visits, hits to website

Measured through :

Surveys

Focus groups

Pageviews, visits, hits to website

Our Achievements Source : National Health Survey (NHS) 1998 & 2004 *National Nutrition Survey (NNS) 1998 & 2004 Age Group: 18 – 29 yrs 19.2 45.4 19.6 16.3 Fruit & Vegetable Intake*: Fruit (>= 2 servings) Vegetable (>= 2 servings) 5.2 9.0 High Blood Cholesterol 6.8 4.4 Obesity 12.3 15.7 Smoking 33.9 18.2 Regular Exercise NHS / NNS 2004 (%) NHS / NNS 1998 (%) Risk/Protective Factor

Fruit & Vegetable Intake*:

Fruit (>= 2 servings)

Vegetable (>= 2 servings)

Our Achievements 57% - 86.6% 2. Myopia campaign 41.2% - 58.56% 1. CHIPP media campaign Campaign Awareness Traditional Media 425,000 pageviews monthly 4. Food Info Search over 40,000 hits since launch 3. NutriLine Podcast over 2,700 votes 2. SMS voting 2,000 – 3,000 pageviews monthly 1. YAH blog Traffic New Media

In Summary… Traditional and new media can be used both directly and subtly to influence school children's behaviour and cognitive thinking on health issues. Important stage in their lives, when they are formulating their own identities and are still receptive to learning healthy lifestyle practices.

Traditional and new media can be used both directly and subtly to influence school children's behaviour and cognitive thinking on health issues.

Important stage in their lives, when they are formulating their own identities and are still receptive to learning healthy lifestyle practices.

In Summary… Media and new communication technologies can be used to complement existing health education strategies implemented in schools.

Media and new communication technologies can be used to complement existing health education strategies implemented in schools.

In Summary… Repeated reinforcement of health messages through different channels can increase the rate of recall and awareness among school-going children, and be more likely to put into practice what they have learnt.

Repeated reinforcement of health messages through different channels can increase the rate of recall and awareness among school-going children, and be more likely to put into practice what they have learnt.

Acknowledgement Mrs Sarojini Thanarajah Ms Vanessa Tan

Mrs Sarojini Thanarajah

Ms Vanessa Tan

Thank You