This document summarizes a presentation on social influence and change through public health communication campaigns. The presentation was given by Marco Bardus on February 18, 2009 at the University of Udine in Gorizia, Italy. The presentation discussed definitions of health and health communication, theories used in health communication like the health belief model, and frameworks for designing health messages and campaigns. It provided references on health behavior theories and models.

1. UNIVERSITA’ DEGLI STUDI DI UDINE
CENTRO POLIFUNZIONALE DI GORIZIA
CORSO DI LAUREA IN RELAZIONI PUBBLICHE
Influenza sociale e cambiamento:
campagne di comunicazione
a favore della salute pubblica
Interverrà
Marco Bardus
assistente alla ricerca e dottorando,
Istituto di Comunicazione Sanitaria
Università della Svizzera italiana
Vale 0,25 CFU
Mercoledì 18 febbraio 2009
ore 9.00 - 11.00
Aula P Palazzo Alvarez - Gorizia
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2. Influenza sociale e cambiamento
Campagne di comunicazione
a favore della salute pubblica
Marco Bardus
Institute of Communication and Health
Faculty of Communication Sciences
Università della Svizzera italiana
marco.bardus@lu.unisi.ch
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Gorizia, 18 febbraio 2009

3. Il menu del giorno
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http://flickr.com/photos/emily_paup/317777719/

4. How are you today?
HOW DO YOU FEEL?
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http://flickr.com/photos/ufosightings/3269808057/

5. What is Health?
“a state of complete physical, mental, and social well-
being and not merely the absence of disease or infirmity.”
(World Health Assembly, 1948)
“a resource for everyday life, not the objective of living. Health is a
positive concept emphasizing social
and personal
resources, as well as physical capacities.”
(World Health Organization, 1986)
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6. What is Health Communication?
Health communication encompasses the study and use of communication strategies to
inform and influence individual and community decisions that enhance health. […]
Health communication can contribute to all aspects of disease prevention and health
promotion and is relevant in a number of contexts, including
health professional-patient relations,
(1)
individuals’ exposure to, search for, and use of health information,
(2)
individuals’ adherence to clinical recommendations and regimens,
(3)
the construction of public health messages and campaigns,
(4)
the dissemination of individual and population health risk information, that is, risk
(5)
communication,
images of health in the mass media and the culture at large,
(6)
the education of consumers about how to gain access to the public health and health
(7)
care systems, and
the development of telehealth applications.
(8)
(US Office of Disease Prevention and Health Promotion)
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7. What is Theory?
“Theory it is a set of interrelated concepts, definitions and
propositions that present a systematic view of events or
situations by specifying relations among variablesquot;
in order to explain and predict the events or situations”
(Glanz, Rimer, Lewis, 2002: 25, quoting Kerlinger (1986))
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8. References
DiClemente, R. J., Crosby, R. A., & Kegler, M. C. (2002). Emerging theories in health promotion practice and
research: Strategies for improving public health San Francisco: Jossey-Bass.
Glanz K., Marcus Lewis F., Rimer B.K. (2005). Theory at a Glance: A Guide for Health Promotion Practice.
National Cancer Institute, National Institute of Health.
Glanz, K., Rimer, B. K., & Marcus Lewis, F. (2002). Health behavior and health education: Theory, research,
and practice San Francisco: Jossey-Bass.
Janz, N.K., Champion, V.L., & Strecher, V.J. (2002) The Health Belief Model. In Glanz, K., Rimer, B. K., &
Lewis, F. M. (Eds). Health behavior and health education: Theory, research, and practice San Francisco:
Jossey-Bass.
Kerlinger, F.N. (1986). Foundations of behavioral research (3 rd ed.). Fort Worth: Holt Rinehart and
Winston. Maibach, E., & Parrott, R. (1995). Designing health messages: Approaches from
communication theory and public health practice Thousand Oaks, Calif.: Sage Publications.
Montano, D.E., & Kasprzyk, D. (2002). The Theory of Reasoned Action and the Theory of Planned Behavior.
In Glanz, K., Rimer, B. K., & Lewis, F. M. (Eds.). Health behavior and health education: Theory, research,
and practice San Francisco: Jossey-Bass.
Oldenburg, B., & Parcel, G.S. (2002). Diffusion of innovations. In Glanz, K., Rimer, B. K., & Lewis, F. M. (Eds.).
Health behavior and health education: Theory, research, and practice San Francisco: Jossey-Bass.
Prochaska, J.O., Redding, C.A., & Evers, K.E. (2002). The Transteorethical Model and Stages of Change. In
Glanz, K., Rimer, B. K., & Lewis, F. M. (Eds.). Health behavior and health education: Theory, research,
and practice San Francisco: Jossey-Bass.
Weinstein, N.D., & Sandman, P. (2002). The Precaution Adoption Process Model. In Glanz, K., Rimer, B. K., &
Lewis, F. M. (Eds.). Health behavior and health education: Theory, research, and practice San Francisco:
Jossey-Bass.
Wright, K., Sparks, L., & O’Hair, D. (2007). Health communication in the 21st century Wiley-Blackwell.
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9. YOU
THANK
FOR THE ATTENTION!
Marco Bardus
marco.bardus@gmail.com
marco.bardus@lu.unisi.ch
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