This document discusses intrapersonal health communication and social marketing strategies. It provides an overview of the health belief model, which aims to explain health behavior changes based on individuals' attitudes and beliefs about susceptibility, severity, benefits, and barriers. The document also describes Planned Parenthood Regina's STI awareness campaign, which used humor and direct messages to educate people about getting tested, as their testing procedure is easy. The campaign was associated with a 50% increase in testing.

1. Take Car Take Car e Down t It’s as eas y as 1-2-P Health Communication OlamideAwoyomi, Arun Thomas, Denis Ako-Arrey, Godfrey Osakue, SarafiTijani, Paul Duong

2. Overview What is intrapersonal health communication? Social Marketing Health Belief Model Theory of Reasoned Action Example: Planned Parenthood Regina Discussion Questions References

3. What is intrapersonal health communication?

4. Social Marketing Using marketing principles to influence human behaviour to improve health or benefit society.

5. Basic Principles Social Marketing Focus on behavioural outcomes: In social marketing it is not enough to distribute products (e.g. condoms) if the behaviour doesn’t change (use of condoms). Prioritize consumer’s benefits: In social marketing, the main goal is to improve the customer’s well being. Maintain a market perspective: (a) Must not lose sight of the consumer’s needs and desires and ways to satisfy those needs. (b) It also means providing information about products, costs, uses, benefits, and ways to get the products. (c) Acknowledging the complex environment, including competing interests, in which people make decisions is important. Consider the marketing mix: product, price, place, and promotion. Use audience segmentation: Identify groups of people with similar characteristics.

6. Social Marketing Theories Theory of reasoned action/planned behaviour: Focuses on intention (influence by attitude, norm and perceived behavioural control.) and behaviour. Extended parallel processing: Danger control vs. Fear control. Observational learning: Learning that occurs as a function of observing, retaining and replicating novel behaviour executed by others. Diffusion of innovations: Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.

7. Health Belief Model Health Belief Model (HBM) is a psychological model used to predict or explain health behaviours. This model attempt to explain why people make health behaviour changes focusing on the attitudes and beliefs of individuals.

8. Health Belief Model HBM centers around the theory that people’s readiness to change their health behaviours or their readiness to engage in preventative health behaviours is influenced by these factors: Perceived Susceptibility Perceived Severity or Seriousness Perceived Benefits Perceived Barriers Cues to action Self efficacy

9. Health Belief Model Source: Powers, M. A., Carstensen, K., Colon, K., Richeim, P. and Bergenstal, M. R. (2006). Diabetes BASICS: Education, Innovation, Revolution. Diabetes Spectrum. 19(2): 90-98.

10. Example: Health Belief Model Source: http://currentnursing.com/nursing_theory/models_prevention.html

11. Planned Parenthood Regina (PPR) Started in 1986, Planned Parenthood Regina is a not-for-profit community organization. Affiliated with the Canadian Federation for Sexual Health. Promote positive sexual health in the community by providing some physician and nurse services, education, resources and referrals.

12. PPR STI Awareness Campaign Statistics have shown that Saskatchewan has the highest chlamydia rate of all provinces in Canada. Source: Brief Report on Sexually Transmitted Infections in Canada: 2006. [Ottawa]: Public Health Agency of Canada; c2009.

13. PPR STI Awareness Campaign “STI Awareness Campaign” was created to raise awareness in Regina. The campaign uses a combination of humour and directness on billboards, buses and bathroom advertisements. The major goal was to educate people that STIs like Chlamydia and Gonorrhea are often visually undetectable and that often the only way to find out if one is infected is to get tested. Another goal was to inform people that the testing for these STIs is no longer invasive. The testing procedure is a key message in their campaign slogan: “It’s as easy as 1-2-Pee.” “…seen an increase of 50 per cent in the number of people requesting testing" – Planned Parenthood Regina executive director Barb McWatters.

14. PPR STI Awareness Campaign Example of a billboard advertisement in Regina.

15. PPR STI Awareness Campaign Example of an ad on the side of a bus in Regina. http://www.plannedparenthoodregina.com/

16. PPR STI Awareness Campaign Strengths Wide reach Captive audience at times High message repetition and duration Geographically focused Simple and direct message can have great impact Different target groups reached Limitations Billboard and bus ads are expensive Low specificity (may not reach specific audiences) Short, simple messages only Although there were increase in testing, there is no way to determine that it was exclusively due to the ad campaign

17. Discussion Questions

18. References 1. Boskey, E. (2010). Health Belief Model. Retrieved February 8, 2011 from http://std.about.com/od/education/a/healthbelief.htm 2. Health Belief Mode. Retrieved February 8, 2011 from http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Health%20Communication/Health_Belief_Model.doc/ 3. Janz, N. K., & Becker, M. H. (1984). The health belief model: A decade later. Health Education Quarterly (11) 1-47. 4. Models of Prevention (2010). Current Nursing. Retrieved from February 8, 2011 http://currentnursing.com/nursing_theory/models_prevention.html 5. Powers, M. A., Carstensen, K., Colon, K., Richeim, P. and Bergenstal, M. R. (2006). Diabetes BASICS: Education, Innovation, Revolution. Diabetes Spectrum. 19(2): 90-98. 6. Witte, K. Theory-Based Interventions and Evaluations of Outreach Efforts. Retrieved 8, 2011 from http://nnlm.gov/evaluation/pub/witte/