For medical purposes

1. HEALTH LITERACY: Domains
(Zarcadoolas, Pleasant, and Green, 2003)
1. Fundamental literacy/numeracy
2. Science and Technology
3. Community/civic literacy
4. Cultural literacy

2. HEALTH LITERACY: Domains
(Zarcadoolas, Pleasant, and Green, 2003)
1. Fundamental literacy/numeracy
– Competence in understanding and
using printed language, spoken
language, numerals, and basic
mathematical symbols or terms
– Involved in a wide range of cognitive,
behavioral, and social skills and abilities

3. HEALTH LITERACY: Domains
(Zarcadoolas, Pleasant, and Green, 2003)
2. Literacy pertaining to science
and technology
– Understanding of the basic
scientific and technological
concepts, technical complexity,
the phenomenon of scientific
uncertainty, and the
phenomenon of rapid change

4. HEALTH LITERACY: Domains
(Zarcadoolas, Pleasant, and Green, 2003)
3. Community/civic literacy
• Understanding about sources of
information, agenda, and
methods of interpreting those
agenda
• Enables people to engage in
dialog and decision making;
includes media interpretation
skills and understanding of civic
and legislative functions

5. HEALTH LITERACY: Domains
(Zarcadoolas, Pleasant, and Green, 2003)
4. Cultural literacy
– Understanding of collective
beliefs, customs,
worldviews, and social
identify relationships to
interpret and produce
health information

6. Health Promotion
Any planned combination of educational,
political, regulatory and organizational
supports for actions and conditions of living
conducive to the health of individuals, groups
or communities
– Green and Kreuter, 2005

7. Health Promotion
Process of enabling people to increase control
over the determinants of health and thereby
improve their health
– World Health Organization, 1998

8. FOUNDATIONS

9. Health Promotion and Education:
Foundations
Biomedical
Psycho-social
Philosophical
beacon light, guide, direction what or content
how or the methods

10. Predominant Philosophies
Behavior change philosophy
Cognitive-based philosophy
Decision-making philosophy
Freeing/functioning philosophy
Social change philosophy

11. Biomedical Foundation
Microbiology
Parasitology
Nutrition
Environmental Health
Occupational Health

12. Psycho-social Foundation
Psychology
Anthropology
Sociology
Political Science

13. Building Blocks for
Promoting Health (Moodie, 2004)
System for intelligence gathering
Clear policy, legislation, and regulation
Communication of information
Provision of primary services
Sharing of responsibility across sectors
Mobilization of communities

14. EVENTS THAT SHAPED HEALTH
PROMOTION

15. Conferences on Health Promotion
Nairobi Call to Action, 2009
Ottawa Charter on
Health Promotion, 1986
Adelaide Healthy
Public Policy, 1988
Sundsvall Sustainable
Environment, 1991
Jakarta Declaration, 1997 Mexico Ministerial Statement
for the Promotion of Health, 1999
Bangkok Charter for Health
Promotion in a
Globalized World, 2005

17. ACTION AREAS FOR HEALTH
PROMOTION

19. 1. DEVELOP HEALTHY PUBLIC POLICY
Healthy public policy is characterized by an explicit
concern for health and equity in all areas of policy,
and by an accountability for health impact

20. 2. CREATE SUPPORTIVE ENVIRONMENTS
Supportive environments for health offer people protection
from threats to health, and enable people to expand their
capabilities and develop self-reliance in health
Encompass where people live, their local community, their
home, where they work and play, including access to
resources for health, and opportunities for empowerment

21. 3. STRENGTHEN COMMUNITY ACTION
Community action for health refers to collective
efforts by communities which are directed towards
increasing control over the determinants of health.
Individuals and organizations apply their skills and
resources in collective efforts to address health
priorities and meet their respective health needs.

22. 4. DEVELOP PERSONAL SKILLS
Life skills are fundamental building blocks
for the development of personal skills
Consist of personal, interpersonal,
cognitive and physical skills
Examples: decision making and problem
solving, coping with emotions and
managing stress, communication skills and
interpersonal relationship skills

23. 5. REORIENT HEALTH SERVICES
Characterized by a more explicit concern for the
achievement of population health outcomes in the ways
in which the health system is organized and funded
Reorientation must lead to a change of attitude and
organization of health services, which focuses on the
needs of the individual as a whole person, balanced
against the needs of population groups

24. STRATEGIES/METHODS IN HEALTH
EDUCATION/PROMOTION
CLASSIFICATION OF HEALTH PROMOTION
STRATEGIES/METHODS:
A. According to focus
B. Use of Behavioral theories
C. According to target factors

25. STRATEGIES/METHODS IN HEALTH
EDUCATION/PROMOTION
CLASSIFICATION OF HEALTH PROMOTION STRATEGIES/METHODS:
A. According to focus
 Focus on the individual
 The origin of health education/promotion
 Usually utilized for purposes of secondary and tertiary prevention
 Focus on groups
 Utilized for a number of persons present in one setting at the same time
 Appropriate for the purposes of primary, secondary, and tertiary
prevention programs
 Focus on whole population
 Most of the time utilize mass media to maximize coverage of the target
populations
 Very cost – effective for the purposes of empowerment and for primary
prevention

26. STRATEGIES/METHODS IN HEALTH
EDUCATION/PROMOTION
CLASSIFICATION OF HEALTH PROMOTION STRATEGIES/METHODS:
B. Use of Behavioral Change Theories
 Stages of behavior change
 Pre-contemplation
 A condition in which people are not thinking about change or have
expressed no interest in change
 Contemplation
 The period in which people are seriously thinking about the behavior
change
 Preparation and Action
 Period when an effort to try the behavior change is undertaken
 Confirmation
 The period when people can now maintain the new behavior

27. STRATEGIES/METHODS IN HEALTH
EDUCATION/PROMOTION
CLASSIFICATION OF HEALTH PROMOTION STRATEGIES/METHODS:
C. According to target factors
Communication
Targeting the predisposing factors
Training
Target enabling factors
Community organizing/social mobilization
Targeting environmental and reinforcing factors

28. STRATEGIES/METHODS IN HEALTH
EDUCATION/PROMOTION
Communication Methods
Classification of Communication Methods:
1. Interpersonal
 Direct, face-to-face encounter between two groups or groups.
 Individual
o Counselling;individual instruction;home visits;referrals;risk assessment;patient education
 Group
o Lecture;small group discussions;forum;seminars
 Advantages of Interpersonal Communication
 Two way flow of communication
 Can fit to the local/individual needs
 Allows for immediate feedback
 Allows for in – depth discussion of a topic
 High capability to select particular audience
2. Mass media
 Use of television, radio and print
 Social marketing and Folk media are relevant strategies/method in health
promotion

29. STRATEGIES/METHODS IN HEALTH
EDUCATION/PROMOTION
Skills in Interpersonal Communication:
1. Use of non – verbal communication
 Important in sharing and interpreting information about feelings
 Varies from culture to culture
2. Active listening
 The ability to respond to a person/group in a way that will help
them clarify thoughts and feelings
 A skill that must be learned and developed
3. Recognizing information about feelings and ideas
 Careful attention must be paid to cues, tone of voice, choice of
words , facial expressions and posture
4. Questioning and responding skills
 Questioning and response is fundamental to a successful
communication