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HEALTH PROMOTIONHEALTH PROMOTION
METHODS & APPROACHESMETHODS & APPROACHES
APPROACHES IN HEALTH PROMOTION -1
• Medical or Preventive
• Behaviour Change
• Educational
• Empowerment
• Social Change
APPROACHES IN HEALTH PROMOTION -2
THE MEDICAL APPROACH
• Aim is freedom from medically-defined
disease and disability such as infectious
diseases
• Involves medical intervention to prevent or
ameliorate ill-health
• Values preventive medical procedures and the
medical profession’s responsibility to ensure
that patients comply with recommended
procedures
APPROACHES IN HEALTH PROMOTION -3
THE BEHAVIOUR CHANGE APPROACH
• Aim is to change people’s individual attitudes and
behaviour so that they adopt a healthy lifestyle
• Examples include teaching people how to stop
smoking, encouraging people to take exercise, eat the
right food, look after their teeth etc
• Proponent of this approach will be convinced that a
healthy lifestyle is in the interest of their clients and
that they are responsible to encourage as many people
as possible to adopt a healthy lifestyle
APPROACHES IN HEALTH PROMOTION -4
THE EDUCATIONAL APPROACH
• Aim is to give information and ensure knowledge and
understanding of health issues and to enable well-
informed decisions to be made
• Information about health is presented and people are
helped to explore their values and attitudes and make
their own decisions
• Help in carrying out those decisions and adopting new
health practices may also be offered
APPROACHES IN HEALTH PROMOTION -5
THE EDUCATIONAL APPROACH (Cont’d)
• Proponent of this approach will value the
educational process and respect the right of the
individual to choose their own health
behaviour
• Resposibility to raise with clients the health
issues which they think will be in their client’s
best interests
APPROACHES IN HEALTH PROMOTION -6
THE CLIENT-CENTRED APPROACH
(EMPOWERMENT)
• Aim is to work with clients in order to help them to
identify what they want to know about and take action
on and make their own decisions and choices
according to their own interest and values
• Health promoter’s role is to act as a facilitator in
helping people to identify their own concerns and gain
the knowledge and skills they require to make things
happen
APPROACHES IN HEALTH PROMOTION -7
THE CLIENT-CENTRED APPROACH
(EMPOWERMENT) (Cont’d)
• Self-empowerment of the client is seen as
central to this aim
• Clients are valued as equal who have
knowledge, skills and abilities to contribute,
and who have an absolute right to control
their own health destinies
APPROACHES IN HEALTH PROMOTION -8
THE SOCIETAL CHANGE APPROACH
• Aim is to effect changes on the physical, social and
economic environment, in order to make it more
conducive to good health
• Focus is on changing society not on changing the
behavior of individuals
• Proponent of this approach will value their democratic
right to change society and will be committed to
putting health on the political agenda
MODELS OF
HEALTH PROMOTION
HEALTH PROMOTION METHODS USING BEATTIE’S
TYPOLOGY (BEATTIE – 1991)
Advice
Education
Behaviour change
Mass media campaign
Counselling
Education
Group work
Legislation
Policy making and
implementation
Health surveillance
Lobbying
Action research
Skills sharing and training
Group work
Community development
MODE OF INTERVENTION
Individual
Negotiated
Collective
Focus of
intervention
Authoritarian
TANNAHILL’S MODEL OF HEALTH PROMOTION
(DOWNIE et al – 1990)
Health education
Prevention
Health
protection
1
2
3
4
5
7
6
1. Preventive services,
e.g. immunization,
cervical screening,
hypertension case
finding,
developmental
surveillance, use of
nicotine chewing gum
to aid smoking
cessation.
2. Preventive health
education, e.g.
smoking cessation
advice and
information.
3. Preventive health protection, e.g.
fluoridation of water.
4. Health education for preventive
health protection, e.g. lobbying
for seat belt legislation.
5. Positive health education, e.g
life skills with young people.
6. Positive health
protection, e.g.
workplace
smoking policy.
7. Health education
aimed at positive
health protection,
e.g. lobbying for
a ban on tobacco
advertising.
HEALTH PROMOTION
INTERVENTIONS
INTERVENTION :-
WHAT DOES IT MEAN?
• Interventions are activities used by programme
planners to bring about outcomes identified in
the programme objectives
• These activities are sometimes referred to as
treatments
• An intervention may be made up of a single
activity but it is more common for planners to
use a variety of activities to make up an
intervention for a programme
SELECTING APPROPRIATE
INTERVENTION ACTIVITIES -1
• Selection should be based on a sound
rationale as opposed to chance and the
intervention should be both effective and
efficient. The following questions will serve
as a guide:
1. Do the intervention activities fit the goals and
objectives of the programme?
2. At what level(s) of influence will the
intervention be focused?
SELECTING APPROPRIATE
INTERVENTION ACTIVITIES -2
3. Are the activities based on an appropriate
theory?
4. Is the intervention an appropriate fit for the
target population?
5. Are the necessary resources available to
implement the intervention selected?
SELECTING APPROPRIATE
INTERVENTION ACTIVITIES -3
6. What types of intervention activities are
known to be effective in dealing with the
programme focus?
7. Would it be better to use an intervention
that consists of a single activity or one
that is made up of multiple activities?
TYPES OF INTERVENTION ACTIVITIES -1
1. Communication activities
2. Educational activities
3. Behaviour modification activities
4. Environmental change activities
5. Regulatory activities
6. Community advocacy activities
7. Organizational culture activities
8. Incentives and disincentives
9. Health status evaluation activities
10. Social activities
11. Technology-delivered activities
TYPES OF INTERVENTION ACTIVITIES -1
1. COMMUNICATION ACTIVITIES
Useful in helping reach the many goals and
objectives of health promotion programmes
such as:
• Increasing awareness and knowledge
• Changing and reinforcing attitudes
• Maintaining interest
• Providing cues for action
• Demonstrating simple skills
2. EDUCATIONAL ACTIVITIES
• those usually associated with formal
education in courses, seminars and
workshops
• includes educational methods such as
lecture, discussion, group work,
computerised instruction etc
3. BEHAVIOUR MODIFICATION ACTIVITIES -1
• often used in intra-personal level
communication and include techniques
intended to help those in the target population
experience a change in behaviour
• systematic procedure for changing a
behaviour and process based on stimulus
response theory
3. BEHAVIOUR MODIFICATION ACTIVITIES -2
• emphasis placed on a specific behaviour
that one might want to increase or
decrease
• particular attention given to changing
the events that are antecedent or
subsequent to the behaviour that is to be
modified
4. ENVIRONMENTAL CHANGE ACTIVITIES -1
• measures that alter or control the legal,
social, economic and physical
environment
• changes are characterised by changes in
those things “around” individuals that
may influence their awareness,
knowledge, attitudes, skills or
behaviour
4. ENVIRONMENTAL CHANGE ACTIVITIES -2
• activities to provide a “forced choice”
situation (e.g. selection of food and drinks in
vending machines and canteens changed to
include only “healthy food”
• activities to also include providing target
population with health messages and
environmental cues for certain types of
behaviour
• (e.g. posting no-smoking signs, eliminating
ash trays, providing lockers and showers,
using role-modelling by others, food
labelling
5. REGULATORY ACTIVITIES -1
• Include executive orders, laws, ordinances,
policies, position statements, regulations, and
formal and informal rules
• Classified as mandated or regulated activities to
guide individual or collective behaviour
• Intervention activity may be controversial as it
mandates a perticular response from an
individual and takes away individual freedom
5. REGULATORY ACTIVITIES -2
• regulatory activities do not allow for the
“voluntary actions” conducive to health
• this type of activity can get people to change
their behaviour when other strategies have
failed
• since these activities are mandatory, it is
particularly important to use good judgement
and show respect for others when
implementing them
6. COMMUNITY ADVOCACY ACTIVITIES -1
• are used to influence social change
• is a process in which the people of the community
become involved in the institutions and decisions that
will have an impact on their lives
• has the potential for creating more support, keeping
people informed, influencing decisions, activating
non-participants, improving services, and making
people, plans, and programmes more responsive
6. COMMUNITY ADVOCACY ACTIVITIES -2
• activities are not without cost - requires time
and effort as well as persistence
• techniques often used in advocacy activities
include:
• personal visits to educate or lobby the key people
• a community rally
• telephone call campaign to the office of decision makers
• TV or radio appearance to express your views
6. COMMUNITY ADVOCACY ACTIVITIES -3
• letter-writing campaigns to:
• the key-people who educate/influence
decision makers,
• newspaper editors, expressing concern
about the result of a vote by decision
makers on a particular issue,
• decision-makers, thanking them for their
support on a key issue
7. ORGANIZATIONAL CULTURE ACTIVITIES -1
• Closely aligned with environmental
change activities and that which affect
organizational culture
• Culture is usually associated with norms
and traditions that are generated by and
linked to a “community” of people
• The culture expresses what is and what
is not considered important to the
organization
• It takes a long time to establish norms
and traditions and still change can occur
very quickly if the decision-makers in
the organization support it
7. ORGANIZATIONAL CULTURE ACTIVITIES -1
7. ORGANIZATIONAL CULTURE ACTIVITIES -3
• Some organizational culture activities
may include:
• Providing employees with extra 20 minutes
at lunch-time for exercise
• Use of common exercise facility by Senior
Managers
• Changing the type of food found in vending
machines
• Offering discount on health food
8. INCENTIVES AND DISINCENTIVES -1
• use of incentives and disincentives to
influence health outcomes is a common
type of activity
• activity is based on many health
behaviour theories - suggest that
anticipation of rewards increases the
probability of an individual engaging in
desired health behaviour
8. INCENTIVES AND DISINCENTIVES -2
• an incentive can increase the perceived
value of an activity, motivate people to
get involved, and remind programme
participants of their commitment to and
goals for behaviour change
• for the activity to work, the planner needs
to match the incentives with the needs,
wants, or desires of the target population
8. INCENTIVES AND DISINCENTIVES -3
• two major categories of incentives – the first
group includes incentives called “social
reinforcers” and the second group called
“material reinforcers”
• just as incentives can be used to get people
involved in behaviour change, disincentives
can be used to discourage a certain behaviour
(e.g. tax on cigarettes, surcharge on health
insurance for smokers, fines for not wearing
safety-belts)
9. HEALTH STATUS EVALUATION ACTIVITIES
• aimed at making those in the target
population more aware of their current health
status
• part of multi-activity intervention
• activities involved the completion of a health
risk appraisal form, self-screening, clinical
screening
• settings for such activities - health fairs,
work-sites and health care facilities
10. SOCIAL ACTIVITIES
• social support important for behaviour change
• people find it much easier to change a behaviour
if those around them provide support or are
willing to be partners in the behaviour change
process
• social support could work as in incentive
• other social interventions could include support
groups or buddy support, social activities and
social networks
11. TECHNOLOGY-DELIVERED ACTIVITIES
• traditional delivery of many health education
and health promotion programmes - face-to-
face contact between provider and target
population
• with technology programmes are now
delivered through a variety of ways –
internet and computer-assisted instruction
• telephone-delivered intervention activities –
individual-initiated or outreach
AIMS AND METHODS
IN
HEALTH PROMOTION
AIMS AND METHODS IN HEALTH PROMOTIONAIMS AND METHODS IN HEALTH PROMOTION
Positive action for under-served groups, lobbying,
pressure groups, community-based work,
advocacy schemes, environmental measures,
planning and policy making, organisational
change, enforcement of laws and regulations.
Societal/environmental change
Changing the physical or social
environment.
Group work, skills training, self-help groups, one-
to-one instruction, group or individual therapy,
written material, advice.
Changing attitudes and behaviour
Changing the lifestyles of individuals.
Group work, practising decision-making, values
clarification, social skills training, simulation,
gaming and role play, assertiveness training,
counselling.
Self-empowering
Improving self-awareness, elf-esteem,
decision making.
One-to-one teaching, displays and exhibitions,
written materials, mass media, campaigns, group
teaching.
Improving knowledge
Providing information.
Talks, group work, mass media, displays and
exhibitions, campaign.
Health awareness goal
Raising awareness, or consciousness,
of health issues.
APPROPRIATE METHODAIM
APPROACHES TO HEALTHY PROMOTIONAPPROACHES TO HEALTHY PROMOTION
(THE EXAMPLE OF HEALTHY EATING)(THE EXAMPLE OF HEALTHY EATING)
APPROACH AIMS METHODS WORKER/CLIENT
RELATIONSHIP
Medical To identify those at risk
from disease.
Primary health care
consultation, e.g.
measurement of body
mass index.
Expert led. Passive,
conforming client.
Behaviour change To encourage individuals
to take responsibility for
their own health and
choose healthier
lifestyles.
Persuasion through one-
to-one advice,
information, mass
campaigns, e.g. “Look
After Your Heart”
dietary messages.
Expert led.
Dependent client. Victim
blaming ideology.
APPROACH AIMS METHODS WORKER/CLIENT
RELATIONSHIP
Educational To increase knowledge
and skills about healthy
lifestyles.
Information.
Exploration of attitudes
through small group
work. Development of
skills, e.g. women’s
health group.
May be expert led
May also involve client in
negotiation of issues for
discussion.
Empowerment To work with clients or
communities to meet their
perceived needs.
Advocacy
Negotiation
Networking
Facilitation e.g. food
co-op, fat women’s
group.
Health promoter is
facilitator.
Client becomes
empowered.
Social change To address inequities in
health based on class,
race, gender, geography.
Development of
organisational policy,
e.g. hospital catering
policy.
Public health
legislation, e.g. food
labelling. Lobbying.
Fiscal controls, e.g.
subsidy to farmers to
produce lean meat.
Entails social regulation
and is top-down.
METHODS AND
APPROACHES:
INDIVIDUAL
INDIVIDUAL APPROACH -1
• Individual focus – the cradle of health
promotion.
• One-to-one basis – individual advice,
counselling
• Interactive nature of face-to-face
communication allows better possibilities for
success than perhaps any other
communication medium
• Individual methods of health promotion are
usually but not exclusively associated with
secondary prevention or tertiary prevention
INDIVIDUAL APPROACH -2
LIMITATIONS
• For a large population to labour intensive to reach
everyone in this manner
• One-to-one individual methods not as appropriate in
the area of primary prevention – cost-ineffectiveness
among large target audiences, many of whom may
not develop the specific disease
• Difficult to gain access to people and also health
information competing with a myriad of other
messages (often anti-health forces)
INDIVIDUAL APPROACH -3
• As most information concerning health
is so technical and complex, a
translational process is necessary to
transform scientific and medical jargon
into information which can be
understood and acted on by the general
public
METHODS AND
APPROACHES:
GROUPS
GROUP APPROACHES -1
• Group techniques offer an intermediary between one-
to-one approaches and wider community appeals
through media and whole community approaches
• Groups can range in size from 2-3 people to several
hundreds and can be either homogenous or
heterogenous in nature
• Health education methods in such groups can be
classified as didactic (i.e. lectures, seminars) or
experential (i.e. skills training, simulation/games etc)
GROUP APPROACHES -2
• Group methods have been used by health educators to
empower individuals, organisations and communities
in key ways.
• These include assisting individuals:
– to modify or maintain health-related behaviour
– to provide a supportive setting for individuals sharing a
common goal or problem
– to organise community to improve their capability to identify
and solve their own problems (i.e. community organisation)
– to organise individuals and groups to undertake macro-level
social change (e.g. training community leaders)
GROUP APPROACHES -3
• Group methods can also be used in a range of
different settings, including those at which the level
of prevention is mainly:
– primary (schools, workplace, organisations)
– secondary (medical practice, health centres, out-
patient clinics, drug refgerral centres), or
– tertiary (hospitals, rehabilitation centres, nursing
homes)
SUMMARY OF GROUP METHODS INSUMMARY OF GROUP METHODS IN
HEALTH PROMOTIONHEALTH PROMOTION
DIDACTIC GROUP METHODSDIDACTIC GROUP METHODS
LECTURE-DISCUSSION Best for knowledge transmission, motivation in large groups.
Requires dynamic, effective speaker with more knowledge than
the audience.
SEMINAR Smaller numbers (2-20). Leader-group feedback. Leader most
knowledgeable in the group. Best for trainer learning.
CONFERENCE Can combine lecture/seminar techniques. Best for professional
development. Several authorities needed.
EXPERIENTIAL GROUP METHODSEXPERIENTIAL GROUP METHODS
SKILLS TRAINING Requires motivated individuals. Includes explanation, demonstration
and practice, e.g. relaxation, childbirth, exercise.
BEHAVIOUR
MODIFICATION
Learning and unlearning of specific habits. Stimulus-response
learning. Generally behaviour specific, e.g. quit smoking phobia
desensitisation.
SENSITIVITIY/
ENCOUNTER
Consciousness raising. Suitable for professional training and some
middle-class health goals.
INQUIRY
LEARNING
Used mainly in school settings. Requires formulating and problem
solving through group co-operation.
PEER GROUP
DISCUSSION
Useful where shared experiences, support, awareness are important.
Participants homogeneous in at least one factor, e.g. old people,
prisoners, teenagers.
SIMULATION Useful for influencing attitudes in individuals with varying abilities.
Generally in school setting, but of relevance to other groups.
ROLEPLAY Acting of roles by group participants. Can be useful where
communication difficulties exist between individuals in a setting, e.g.
families, professional practice, etc.
SELF-HELP Requires motivation and independent attitude. Valuable for ongoing
peer support, values clarification, etc. Can be therapy or a forum for
social action.
METHODS AND
APPROACHES:
GENERAL POPULATION
MASS MEDIA
MASS MEDIA IN HEALTH PROMOTION
DEFINITION OF SOME TERMS -1
MASS MEDIA:
Any printed or audio-visual material designed to
reach a mass audience. This includes newspapers,
magazines, radio, television, billboards, exhibition,
display, posters and leaflets
MESSAGE
A cultural communication encoded insigns and
symbols
MASS MEDIA IN HEALTH PROMOTION
DEFINITION OF SOME TERMS -2
MARKETING:
The sum total of all activities (the marketing
mix) designed to persuade people to adopt
certain behaviours
ADVERTISING
One component of marketing mix
MASS MEDIA IN HEALTH PROMOTION
DEFINITION OF SOME TERMS -3
AUDIENCE SEGMENTATION:
The division of a mixed population into more
homogenous groups or market segments.
Market segments are defined by certain
shared characteristics which affect attitudes,
beliefs and knowledge. Targeting specific
market segments allows for more specific
messages which will have a greater effect.
MASS MEDIA, ADVERTISING, MARKETING
AND HEALTH PROMOTION -1
• Unrealistic expectations of media
effectiveness due in part to a basic
misunderstanding
• Health promoters assumed that advertising
alone was responsible for the behaviour
change achieved by commercial companies.
They failed to appreciate that advertising is
just one part of what is called “the marketing
mix”
MASS MEDIA, ADVERTISING,
MARKETING AND HEALTH
PROMOTION -2
• Advertising a commercial product is very
different from trying to sell health.
Advertising typically mobilizes
predispositions whereas health promotion
typically tries to counter them
• Advertising is selling things in the here and
now, to be immediately consumed and
enjoyed. By contrast, health education
messages are often about foregoing present
enjoyment for future benefits
MASS MEDIA, ADVERTISING,
MARKETING AND HEALTH
PROMOTION -3
• Advertising spends large sums of money
for relatively small shifts in behaviour.
Health education spends a fraction of
commercial budgets attempting to
generate large shifts in behaviour.
WHAT THE MASS MEDIA CAN
AND CANNOT DO -1
The mass media can:
• Raise consciousness about health
issues
• Help place health on the public agenda
• Convey simple information
• Change behaviour if other enabling
factors are present
WHAT THE MASS MEDIA CAN
AND CANNOT DO -2
Using the mass media is effective if:
• It is part of an integrated campaign including
other elements such as one-to-one advice
• The information is new and presented in an
emotional context
• The information is seen as being relevant for
“people like me”
WHAT THE MASS MEDIA CAN
AND CANNOT DO -3
The mass media cannot:
• Convey complex information
• Teach skills
• Shift people’s attitudes or beliefs. If messages are
presented which challenge basic beliefs, it is more
likely that the message will be ignored, dismissed or
interpreted to mean something else
• Change behaviour in the absence of other enabling
factors
FACTORS IMPORTANT TO
MEDIA EFFECTIVENESS -1
CREDIBILITY: The source must be trusted
and reliable
CONTEXT: The message should be
relevant to the receiver
CONTENT: The message must be
meaningful
FACTORS IMPORTANT TO MEDIA
EFFECTIVENESS -2
CLARITY: The receiver must be able to understand the
message
CONTINUITY: The message should be consistent
without being boring
CHANNELS: The message must used the established
channel of the receiver
use the media
FACTORS IMPORTANT TO MEDIA
EFFECTIVENESS -3
CAPABILITY: The receiver must be
capable of acting on the message
meaningful
COLLABORATION: Media
professionals should be involved to
determine how best to use the media
WHEN TO USE THE MEDIA IN
HEALTH PROMOTION -1
• when a wide exposure is desired
• when public discussion is likely to
facilitate the educational process
• when awareness is the main goal
• when media is on-side
• when accompanying on the ground
back-up can be provided
WHEN TO USE THE MEDIA IN
HEALTH PROMOTION -2
• when long-term follow-up is possible
• when a generous budget exists
• when counter-argument is likely to be
productive
• when the behaviour goal is simple
• when a hidden agenda is public
relations
SUMMARY OF MEDIA METHODSSUMMARY OF MEDIA METHODS
Instructional. Motivational. Useful for personal viewing with
adults as back-up to other programmes.
VIDEOS
Short messages to identify/motivate the user and cement
commitment. Cheap, persuasive.
STICKERS
Emotive. Personal. Useful for cementing attitudes and
commitment to program/idea.
T-SHIRTS
Agenda setting function. Visual message. Creative input
required. Possibility of graffiti might be considered.
POSTERS
Continuity. Personalised. Labour intensive and requires detailed
commitment and needs assessment before commencing.
NEWSLETTERS
Quick convenient information. Use as series with storage folder.
Not for complex behaviour change.
INFORMATION
SHEET
Information transmission. Best where cognition rather than
emotion is desired outcome.
PAMPHLETS
Limited reach media
CHARACTERISTICSTYPE
Wide readership and influence. Useful as in supportive role and
to inform and provide social proof.
MAGAZINES
Long and short copy information. Material dependent on type of
paper and day of week.
NEWSPAPERS
Informative, interactive (talkback). Cost effective and useful in
creating awareness, providing information.
RADIO
Awareness, arousal, modelling and image creation role. May be
increasingly useful in information and skills training as
awareness and interest in health services.
TELEVISION
Mass reach media
CHARACTERISTICSTYPE
SUMMARY OF MEDIA METHODSSUMMARY OF MEDIA METHODS
SOCIAL
MARKETING
SOCIAL MARKETING
DEFINITION
SOCIAL MARKETING is the
application of marketing concepts and
techniques to the marketing of various
socially beneficial ideas and causes
instead or products and services in the
commercial sense.
(FOX & KOTLER, 1980)
THE MARKETING MIX:
THE FOUR P’S
PRODUCT: the physical product and its
symbolic meaning
PRICE: the value of the product
PLACE: where the product is
available
PROMOTION: advertising, sales
promotion, personal selling
and publicity
SOCIAL MARKETING IN HEALTH
PROMOTION -THE 4P’S -1
1. PRODUCT
• does not necessarily mean a physical
product
• socially desirable goals e.g.
behavioural, attitudinal, idea change to
new habits, norms and values through
learning
SOCIAL MARKETING IN HEALTH
PROMOTION -THE 4P’S -2
2. PRICE
• represents the price the “buyer” must accept in order
to obtain the “product”
• includes costs in terms of money, opportunity, energy
and pychological e.g.
• buying seat belts and installing it
• giving up the pleasures of smoking
• giving up favourite food
• going to GP vs long waiting time at government
hospital
SOCIAL MARKETING IN HEALTH
PROMOTION -THE 4P’S -3
3. PLACE
• important for providing adequate and compatible
distribution and response channels
• arranging for accessible outlets which permit
translation of motivation to act
• requires effective & efficient marketing strategy e.g.
prime time announcements, strategic places for
display, direct telephone linkages, information
centres etc
SOCIAL MARKETING IN HEALTH
PROMOTION -THE 4P’S -4
4. PROMOTION
• key element in all marketing as consumer
demand responds to promotion and
product advertising
• uses PERSUASIVE STRATEGY to make
the product familiar, acceptable and
desirable
• not “TELLING” but “SELLING” by
stressing the benefits
SOCIAL MARKETING IN HEALTH
PROMOTION -THE 4P’S -5
4. PROMOTION (Cont’d)
• include:
• advertising
• personal selling
• publicity and
• sales promotion
SOCIAL MARKETING IN HEALTH
PROMOTION -THE 4P’S -6
4. PROMOTION (Cont’d)
• advertising through:
• choice of appeal
• selection of effective and efficient
media
• development of presentation strategies
• use of various media, methods, etc
8 IMPORTANT STEPS IN SOCIAL
MARKETING PROGRAMMES
1. Establishing management and operating
procedures
2. Selecting the products to be marketed
3. Identifying the consumer population
4. Deciding on brand names and packaging
5. Setting an appropriate price
6. Recruiting sales outlets
7. Arranging and maintaining a distribution
system
8. Carrying out promotion
SOCIAL MARKETING:
STRENGTHS -1
1.A valuable change tool
2.Useful in persuasion
3.Useful in creating awareness and
interest
4.Helpful by reinforcing through
repetition of message
SOCIAL MARKETING:
STRENGTHS -2
5.Usually offer long term benefits of the
behaviours promoted
6.Useful in increasing programme
effectiveness if used in combination
with other strategies
7.Has mass media appeal
8.Cost-efficient
SOCIAL MARKETING:
WEAKNESSES & LIMITATION -1
1. Heavy reliance on mass media
(effects of selective processes)
2. Makes the audience passive
3. Tends to be manipulative
4. May create negative public sentiments
for real consumer products
5. Creates resistance if opposed to strongly
reinforced and deeply entrenched
ideas/habits
SOCIAL MARKETING:
WEAKNESSES & LIMITATION -2
6. Focus on the “individual” rather than
the “community” at large for the
proposed change
7. Only appropriate in certain
circumstances
8. Ideas from “outside” - not the
audience’s own
COMMUNITY
DEVELOPMENT
APPROACH
COMMUNITY
DEVELOPMENT -1
• Means working to stimulate and
encourage communities to express their
needs and to support them in their
collective action
• It is not about dealing with people’s
problems on a one-to-one basis
• It aims to develop the potential of a
community
COMMUNITY
DEVELOPMENT -2
• A community development approach to
health involves working with groups of
people to identify their own health concerns
and to take appropriate action
• Community development health workers are
essentially facilitators locally based whose
role is to help people in the community to
acquire the skills, knowledge and confidence
to act on health issues
ADVANTAGES AND DISADVANTAGES OF THE COMMUNITYADVANTAGES AND DISADVANTAGES OF THE COMMUNITY
DEVELOPMENT APPROACHDEVELOPMENT APPROACH
Work is usually with small groups of people.If health promoter and people meet as equal,
it extends principle of democratic
accountability.
The health promoter may find his or her role
contradictory. O whom are they ultimately
accountable – employer or community?
The process includes acquiring skills which
are transferable, for example, communication
skills, lobbying skills.
Without evaluation, gaining funding is
difficult.
The process of involvement is enabling and
leads to greater confidence.
Evaluation is difficult.Creates awareness of the social causes of ill
health.
Results are often not tangible or quantifiable.Focuses on root causes of ill health, not
symptoms.
Time consuming.Starts with people’s concerns, so it is more
likely to gain support.
DISADVANTAGESDISADVANTAGESADVANTAGESADVANTAGES
COMMUNITY PARTICIPATIONCOMMUNITY PARTICIPATION
IN PLANNING HEALTH WORKIN PLANNING HEALTH WORK
NO
PARTICIPATION
The community is told nothing, and is not involved in
any way.
VERY LOW
PARTICIPATION
The community is informed. The legacy makes a plan
and announces it. The community is convened or
notified in other ways in order to be informed;
compliance is expected.
LOW
PARTICIPATION
The community is offered ‘token’ consultation. The
agency tries to promote a plan and seeks support or at
least sufficient sanction so that the plan can go ahead.
It is unwilling to modify the plan unless absolutely
necessary.
MODERATE
PARTICIPATION
The community advises through a consultation
process. The agency presents a plan and invites
questions, comments and recommendations. It is
prepared to modify the plan.
HIGH
PARTICIPATION
The community plan jointly. Representatives of the
agency and the community sit down together from the
beginning to devise a plan.
VERY HIGH
PARTICIPATION
The community has delegated authority. The agency
identifies and presents an issue to the community,
defines the limits and asks the community to make a
series of decisions which can be embodied in a plan
which it will accept.
HIGHEST
PARTICIPATION
The community has control. The agency asks the
community to identify the issue and make all the key
decisions about goals and plans. It is willing to help
the community at each step to accomplish its goals
even to the extent of delegating administrative control
of the work.
Cont…
WAYS OF DEVELOPING
COMMUNITY PARTICIPATION
• Be open about policies and plans
• Plan for the community’s expressed needs
• Decentralise planning
• Develop joint forums and networks
• Provide support, advice and training for
community groups
• Provide information
• Provide help with funding and resources
IN A NUTSHELL:
SELECTING
THE RIGHT METHODS
FOR
EFFECTIVE HEALTHPROMOTION
FACTORS FOR CONSIDERATION
IN CHOOSING METHODS
• Which methods are the most appropriate and effective
for your aims and objectives?
• Which methods will be acceptable to the consumer?
• Which methods will be easiest?
• Which methods will be cheapest?
• Which methods are the most acceptable to the people
involved?
• Which methods do you find comfortable to use?
CHOOSING METHODS FOR
HEALTH PROMOTION -1
• The choice will be decided in part by external
considerations, such as the amount of funding or the
particular expertise of the health promoter
• The type of methods chosen should also reflect the
objectives set. Certain methods go for certain
objectives but would be inappropriate for other
objectives
• Participative small group work is effective at
changing attitudes but a more formal teaching
session would be more effective if specific
knowledge is to be imparted
CHOOSING METHODS FOR
HEALTH PROMOTION -2
• Community development is effective at
increasing community involvement and
participation bit would not be appropriate if
local government policy change is the
objective
• The mass media is effective in raising
people’s awareness of health issues but
ineffective in persuading people to change
their behaviour
CHOOSING METHODS FOR
HEALTH PROMOTION -3
• Deciding which methods would be the logical choice
given the objectives is critical.
• A compromise may need to be considered owing to
constraints of time, resources or skills
• This compromise should not concern the amount of
input, or the use of complementary methods
• It should not mean that we end up using
inappropriate methods which are unlikely to achieve
the objectives

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Method and approaches in hp

  • 1. HEALTH PROMOTIONHEALTH PROMOTION METHODS & APPROACHESMETHODS & APPROACHES
  • 2. APPROACHES IN HEALTH PROMOTION -1 • Medical or Preventive • Behaviour Change • Educational • Empowerment • Social Change
  • 3. APPROACHES IN HEALTH PROMOTION -2 THE MEDICAL APPROACH • Aim is freedom from medically-defined disease and disability such as infectious diseases • Involves medical intervention to prevent or ameliorate ill-health • Values preventive medical procedures and the medical profession’s responsibility to ensure that patients comply with recommended procedures
  • 4. APPROACHES IN HEALTH PROMOTION -3 THE BEHAVIOUR CHANGE APPROACH • Aim is to change people’s individual attitudes and behaviour so that they adopt a healthy lifestyle • Examples include teaching people how to stop smoking, encouraging people to take exercise, eat the right food, look after their teeth etc • Proponent of this approach will be convinced that a healthy lifestyle is in the interest of their clients and that they are responsible to encourage as many people as possible to adopt a healthy lifestyle
  • 5. APPROACHES IN HEALTH PROMOTION -4 THE EDUCATIONAL APPROACH • Aim is to give information and ensure knowledge and understanding of health issues and to enable well- informed decisions to be made • Information about health is presented and people are helped to explore their values and attitudes and make their own decisions • Help in carrying out those decisions and adopting new health practices may also be offered
  • 6. APPROACHES IN HEALTH PROMOTION -5 THE EDUCATIONAL APPROACH (Cont’d) • Proponent of this approach will value the educational process and respect the right of the individual to choose their own health behaviour • Resposibility to raise with clients the health issues which they think will be in their client’s best interests
  • 7. APPROACHES IN HEALTH PROMOTION -6 THE CLIENT-CENTRED APPROACH (EMPOWERMENT) • Aim is to work with clients in order to help them to identify what they want to know about and take action on and make their own decisions and choices according to their own interest and values • Health promoter’s role is to act as a facilitator in helping people to identify their own concerns and gain the knowledge and skills they require to make things happen
  • 8. APPROACHES IN HEALTH PROMOTION -7 THE CLIENT-CENTRED APPROACH (EMPOWERMENT) (Cont’d) • Self-empowerment of the client is seen as central to this aim • Clients are valued as equal who have knowledge, skills and abilities to contribute, and who have an absolute right to control their own health destinies
  • 9. APPROACHES IN HEALTH PROMOTION -8 THE SOCIETAL CHANGE APPROACH • Aim is to effect changes on the physical, social and economic environment, in order to make it more conducive to good health • Focus is on changing society not on changing the behavior of individuals • Proponent of this approach will value their democratic right to change society and will be committed to putting health on the political agenda
  • 11. HEALTH PROMOTION METHODS USING BEATTIE’S TYPOLOGY (BEATTIE – 1991) Advice Education Behaviour change Mass media campaign Counselling Education Group work Legislation Policy making and implementation Health surveillance Lobbying Action research Skills sharing and training Group work Community development MODE OF INTERVENTION Individual Negotiated Collective Focus of intervention Authoritarian
  • 12. TANNAHILL’S MODEL OF HEALTH PROMOTION (DOWNIE et al – 1990) Health education Prevention Health protection 1 2 3 4 5 7 6 1. Preventive services, e.g. immunization, cervical screening, hypertension case finding, developmental surveillance, use of nicotine chewing gum to aid smoking cessation. 2. Preventive health education, e.g. smoking cessation advice and information. 3. Preventive health protection, e.g. fluoridation of water. 4. Health education for preventive health protection, e.g. lobbying for seat belt legislation. 5. Positive health education, e.g life skills with young people. 6. Positive health protection, e.g. workplace smoking policy. 7. Health education aimed at positive health protection, e.g. lobbying for a ban on tobacco advertising.
  • 14. INTERVENTION :- WHAT DOES IT MEAN? • Interventions are activities used by programme planners to bring about outcomes identified in the programme objectives • These activities are sometimes referred to as treatments • An intervention may be made up of a single activity but it is more common for planners to use a variety of activities to make up an intervention for a programme
  • 15. SELECTING APPROPRIATE INTERVENTION ACTIVITIES -1 • Selection should be based on a sound rationale as opposed to chance and the intervention should be both effective and efficient. The following questions will serve as a guide: 1. Do the intervention activities fit the goals and objectives of the programme? 2. At what level(s) of influence will the intervention be focused?
  • 16. SELECTING APPROPRIATE INTERVENTION ACTIVITIES -2 3. Are the activities based on an appropriate theory? 4. Is the intervention an appropriate fit for the target population? 5. Are the necessary resources available to implement the intervention selected?
  • 17. SELECTING APPROPRIATE INTERVENTION ACTIVITIES -3 6. What types of intervention activities are known to be effective in dealing with the programme focus? 7. Would it be better to use an intervention that consists of a single activity or one that is made up of multiple activities?
  • 18. TYPES OF INTERVENTION ACTIVITIES -1 1. Communication activities 2. Educational activities 3. Behaviour modification activities 4. Environmental change activities 5. Regulatory activities 6. Community advocacy activities
  • 19. 7. Organizational culture activities 8. Incentives and disincentives 9. Health status evaluation activities 10. Social activities 11. Technology-delivered activities TYPES OF INTERVENTION ACTIVITIES -1
  • 20. 1. COMMUNICATION ACTIVITIES Useful in helping reach the many goals and objectives of health promotion programmes such as: • Increasing awareness and knowledge • Changing and reinforcing attitudes • Maintaining interest • Providing cues for action • Demonstrating simple skills
  • 21. 2. EDUCATIONAL ACTIVITIES • those usually associated with formal education in courses, seminars and workshops • includes educational methods such as lecture, discussion, group work, computerised instruction etc
  • 22. 3. BEHAVIOUR MODIFICATION ACTIVITIES -1 • often used in intra-personal level communication and include techniques intended to help those in the target population experience a change in behaviour • systematic procedure for changing a behaviour and process based on stimulus response theory
  • 23. 3. BEHAVIOUR MODIFICATION ACTIVITIES -2 • emphasis placed on a specific behaviour that one might want to increase or decrease • particular attention given to changing the events that are antecedent or subsequent to the behaviour that is to be modified
  • 24. 4. ENVIRONMENTAL CHANGE ACTIVITIES -1 • measures that alter or control the legal, social, economic and physical environment • changes are characterised by changes in those things “around” individuals that may influence their awareness, knowledge, attitudes, skills or behaviour
  • 25. 4. ENVIRONMENTAL CHANGE ACTIVITIES -2 • activities to provide a “forced choice” situation (e.g. selection of food and drinks in vending machines and canteens changed to include only “healthy food” • activities to also include providing target population with health messages and environmental cues for certain types of behaviour • (e.g. posting no-smoking signs, eliminating ash trays, providing lockers and showers, using role-modelling by others, food labelling
  • 26. 5. REGULATORY ACTIVITIES -1 • Include executive orders, laws, ordinances, policies, position statements, regulations, and formal and informal rules • Classified as mandated or regulated activities to guide individual or collective behaviour • Intervention activity may be controversial as it mandates a perticular response from an individual and takes away individual freedom
  • 27. 5. REGULATORY ACTIVITIES -2 • regulatory activities do not allow for the “voluntary actions” conducive to health • this type of activity can get people to change their behaviour when other strategies have failed • since these activities are mandatory, it is particularly important to use good judgement and show respect for others when implementing them
  • 28. 6. COMMUNITY ADVOCACY ACTIVITIES -1 • are used to influence social change • is a process in which the people of the community become involved in the institutions and decisions that will have an impact on their lives • has the potential for creating more support, keeping people informed, influencing decisions, activating non-participants, improving services, and making people, plans, and programmes more responsive
  • 29. 6. COMMUNITY ADVOCACY ACTIVITIES -2 • activities are not without cost - requires time and effort as well as persistence • techniques often used in advocacy activities include: • personal visits to educate or lobby the key people • a community rally • telephone call campaign to the office of decision makers • TV or radio appearance to express your views
  • 30. 6. COMMUNITY ADVOCACY ACTIVITIES -3 • letter-writing campaigns to: • the key-people who educate/influence decision makers, • newspaper editors, expressing concern about the result of a vote by decision makers on a particular issue, • decision-makers, thanking them for their support on a key issue
  • 31. 7. ORGANIZATIONAL CULTURE ACTIVITIES -1 • Closely aligned with environmental change activities and that which affect organizational culture • Culture is usually associated with norms and traditions that are generated by and linked to a “community” of people
  • 32. • The culture expresses what is and what is not considered important to the organization • It takes a long time to establish norms and traditions and still change can occur very quickly if the decision-makers in the organization support it 7. ORGANIZATIONAL CULTURE ACTIVITIES -1
  • 33. 7. ORGANIZATIONAL CULTURE ACTIVITIES -3 • Some organizational culture activities may include: • Providing employees with extra 20 minutes at lunch-time for exercise • Use of common exercise facility by Senior Managers • Changing the type of food found in vending machines • Offering discount on health food
  • 34. 8. INCENTIVES AND DISINCENTIVES -1 • use of incentives and disincentives to influence health outcomes is a common type of activity • activity is based on many health behaviour theories - suggest that anticipation of rewards increases the probability of an individual engaging in desired health behaviour
  • 35. 8. INCENTIVES AND DISINCENTIVES -2 • an incentive can increase the perceived value of an activity, motivate people to get involved, and remind programme participants of their commitment to and goals for behaviour change • for the activity to work, the planner needs to match the incentives with the needs, wants, or desires of the target population
  • 36. 8. INCENTIVES AND DISINCENTIVES -3 • two major categories of incentives – the first group includes incentives called “social reinforcers” and the second group called “material reinforcers” • just as incentives can be used to get people involved in behaviour change, disincentives can be used to discourage a certain behaviour (e.g. tax on cigarettes, surcharge on health insurance for smokers, fines for not wearing safety-belts)
  • 37. 9. HEALTH STATUS EVALUATION ACTIVITIES • aimed at making those in the target population more aware of their current health status • part of multi-activity intervention • activities involved the completion of a health risk appraisal form, self-screening, clinical screening • settings for such activities - health fairs, work-sites and health care facilities
  • 38. 10. SOCIAL ACTIVITIES • social support important for behaviour change • people find it much easier to change a behaviour if those around them provide support or are willing to be partners in the behaviour change process • social support could work as in incentive • other social interventions could include support groups or buddy support, social activities and social networks
  • 39. 11. TECHNOLOGY-DELIVERED ACTIVITIES • traditional delivery of many health education and health promotion programmes - face-to- face contact between provider and target population • with technology programmes are now delivered through a variety of ways – internet and computer-assisted instruction • telephone-delivered intervention activities – individual-initiated or outreach
  • 41. AIMS AND METHODS IN HEALTH PROMOTIONAIMS AND METHODS IN HEALTH PROMOTION Positive action for under-served groups, lobbying, pressure groups, community-based work, advocacy schemes, environmental measures, planning and policy making, organisational change, enforcement of laws and regulations. Societal/environmental change Changing the physical or social environment. Group work, skills training, self-help groups, one- to-one instruction, group or individual therapy, written material, advice. Changing attitudes and behaviour Changing the lifestyles of individuals. Group work, practising decision-making, values clarification, social skills training, simulation, gaming and role play, assertiveness training, counselling. Self-empowering Improving self-awareness, elf-esteem, decision making. One-to-one teaching, displays and exhibitions, written materials, mass media, campaigns, group teaching. Improving knowledge Providing information. Talks, group work, mass media, displays and exhibitions, campaign. Health awareness goal Raising awareness, or consciousness, of health issues. APPROPRIATE METHODAIM
  • 42. APPROACHES TO HEALTHY PROMOTIONAPPROACHES TO HEALTHY PROMOTION (THE EXAMPLE OF HEALTHY EATING)(THE EXAMPLE OF HEALTHY EATING) APPROACH AIMS METHODS WORKER/CLIENT RELATIONSHIP Medical To identify those at risk from disease. Primary health care consultation, e.g. measurement of body mass index. Expert led. Passive, conforming client. Behaviour change To encourage individuals to take responsibility for their own health and choose healthier lifestyles. Persuasion through one- to-one advice, information, mass campaigns, e.g. “Look After Your Heart” dietary messages. Expert led. Dependent client. Victim blaming ideology.
  • 43. APPROACH AIMS METHODS WORKER/CLIENT RELATIONSHIP Educational To increase knowledge and skills about healthy lifestyles. Information. Exploration of attitudes through small group work. Development of skills, e.g. women’s health group. May be expert led May also involve client in negotiation of issues for discussion. Empowerment To work with clients or communities to meet their perceived needs. Advocacy Negotiation Networking Facilitation e.g. food co-op, fat women’s group. Health promoter is facilitator. Client becomes empowered. Social change To address inequities in health based on class, race, gender, geography. Development of organisational policy, e.g. hospital catering policy. Public health legislation, e.g. food labelling. Lobbying. Fiscal controls, e.g. subsidy to farmers to produce lean meat. Entails social regulation and is top-down.
  • 45. INDIVIDUAL APPROACH -1 • Individual focus – the cradle of health promotion. • One-to-one basis – individual advice, counselling • Interactive nature of face-to-face communication allows better possibilities for success than perhaps any other communication medium • Individual methods of health promotion are usually but not exclusively associated with secondary prevention or tertiary prevention
  • 46. INDIVIDUAL APPROACH -2 LIMITATIONS • For a large population to labour intensive to reach everyone in this manner • One-to-one individual methods not as appropriate in the area of primary prevention – cost-ineffectiveness among large target audiences, many of whom may not develop the specific disease • Difficult to gain access to people and also health information competing with a myriad of other messages (often anti-health forces)
  • 47. INDIVIDUAL APPROACH -3 • As most information concerning health is so technical and complex, a translational process is necessary to transform scientific and medical jargon into information which can be understood and acted on by the general public
  • 49. GROUP APPROACHES -1 • Group techniques offer an intermediary between one- to-one approaches and wider community appeals through media and whole community approaches • Groups can range in size from 2-3 people to several hundreds and can be either homogenous or heterogenous in nature • Health education methods in such groups can be classified as didactic (i.e. lectures, seminars) or experential (i.e. skills training, simulation/games etc)
  • 50. GROUP APPROACHES -2 • Group methods have been used by health educators to empower individuals, organisations and communities in key ways. • These include assisting individuals: – to modify or maintain health-related behaviour – to provide a supportive setting for individuals sharing a common goal or problem – to organise community to improve their capability to identify and solve their own problems (i.e. community organisation) – to organise individuals and groups to undertake macro-level social change (e.g. training community leaders)
  • 51. GROUP APPROACHES -3 • Group methods can also be used in a range of different settings, including those at which the level of prevention is mainly: – primary (schools, workplace, organisations) – secondary (medical practice, health centres, out- patient clinics, drug refgerral centres), or – tertiary (hospitals, rehabilitation centres, nursing homes)
  • 52. SUMMARY OF GROUP METHODS INSUMMARY OF GROUP METHODS IN HEALTH PROMOTIONHEALTH PROMOTION DIDACTIC GROUP METHODSDIDACTIC GROUP METHODS LECTURE-DISCUSSION Best for knowledge transmission, motivation in large groups. Requires dynamic, effective speaker with more knowledge than the audience. SEMINAR Smaller numbers (2-20). Leader-group feedback. Leader most knowledgeable in the group. Best for trainer learning. CONFERENCE Can combine lecture/seminar techniques. Best for professional development. Several authorities needed.
  • 53. EXPERIENTIAL GROUP METHODSEXPERIENTIAL GROUP METHODS SKILLS TRAINING Requires motivated individuals. Includes explanation, demonstration and practice, e.g. relaxation, childbirth, exercise. BEHAVIOUR MODIFICATION Learning and unlearning of specific habits. Stimulus-response learning. Generally behaviour specific, e.g. quit smoking phobia desensitisation. SENSITIVITIY/ ENCOUNTER Consciousness raising. Suitable for professional training and some middle-class health goals. INQUIRY LEARNING Used mainly in school settings. Requires formulating and problem solving through group co-operation. PEER GROUP DISCUSSION Useful where shared experiences, support, awareness are important. Participants homogeneous in at least one factor, e.g. old people, prisoners, teenagers.
  • 54. SIMULATION Useful for influencing attitudes in individuals with varying abilities. Generally in school setting, but of relevance to other groups. ROLEPLAY Acting of roles by group participants. Can be useful where communication difficulties exist between individuals in a setting, e.g. families, professional practice, etc. SELF-HELP Requires motivation and independent attitude. Valuable for ongoing peer support, values clarification, etc. Can be therapy or a forum for social action.
  • 57. MASS MEDIA IN HEALTH PROMOTION DEFINITION OF SOME TERMS -1 MASS MEDIA: Any printed or audio-visual material designed to reach a mass audience. This includes newspapers, magazines, radio, television, billboards, exhibition, display, posters and leaflets MESSAGE A cultural communication encoded insigns and symbols
  • 58. MASS MEDIA IN HEALTH PROMOTION DEFINITION OF SOME TERMS -2 MARKETING: The sum total of all activities (the marketing mix) designed to persuade people to adopt certain behaviours ADVERTISING One component of marketing mix
  • 59. MASS MEDIA IN HEALTH PROMOTION DEFINITION OF SOME TERMS -3 AUDIENCE SEGMENTATION: The division of a mixed population into more homogenous groups or market segments. Market segments are defined by certain shared characteristics which affect attitudes, beliefs and knowledge. Targeting specific market segments allows for more specific messages which will have a greater effect.
  • 60. MASS MEDIA, ADVERTISING, MARKETING AND HEALTH PROMOTION -1 • Unrealistic expectations of media effectiveness due in part to a basic misunderstanding • Health promoters assumed that advertising alone was responsible for the behaviour change achieved by commercial companies. They failed to appreciate that advertising is just one part of what is called “the marketing mix”
  • 61. MASS MEDIA, ADVERTISING, MARKETING AND HEALTH PROMOTION -2 • Advertising a commercial product is very different from trying to sell health. Advertising typically mobilizes predispositions whereas health promotion typically tries to counter them • Advertising is selling things in the here and now, to be immediately consumed and enjoyed. By contrast, health education messages are often about foregoing present enjoyment for future benefits
  • 62. MASS MEDIA, ADVERTISING, MARKETING AND HEALTH PROMOTION -3 • Advertising spends large sums of money for relatively small shifts in behaviour. Health education spends a fraction of commercial budgets attempting to generate large shifts in behaviour.
  • 63. WHAT THE MASS MEDIA CAN AND CANNOT DO -1 The mass media can: • Raise consciousness about health issues • Help place health on the public agenda • Convey simple information • Change behaviour if other enabling factors are present
  • 64. WHAT THE MASS MEDIA CAN AND CANNOT DO -2 Using the mass media is effective if: • It is part of an integrated campaign including other elements such as one-to-one advice • The information is new and presented in an emotional context • The information is seen as being relevant for “people like me”
  • 65. WHAT THE MASS MEDIA CAN AND CANNOT DO -3 The mass media cannot: • Convey complex information • Teach skills • Shift people’s attitudes or beliefs. If messages are presented which challenge basic beliefs, it is more likely that the message will be ignored, dismissed or interpreted to mean something else • Change behaviour in the absence of other enabling factors
  • 66. FACTORS IMPORTANT TO MEDIA EFFECTIVENESS -1 CREDIBILITY: The source must be trusted and reliable CONTEXT: The message should be relevant to the receiver CONTENT: The message must be meaningful
  • 67. FACTORS IMPORTANT TO MEDIA EFFECTIVENESS -2 CLARITY: The receiver must be able to understand the message CONTINUITY: The message should be consistent without being boring CHANNELS: The message must used the established channel of the receiver use the media
  • 68. FACTORS IMPORTANT TO MEDIA EFFECTIVENESS -3 CAPABILITY: The receiver must be capable of acting on the message meaningful COLLABORATION: Media professionals should be involved to determine how best to use the media
  • 69. WHEN TO USE THE MEDIA IN HEALTH PROMOTION -1 • when a wide exposure is desired • when public discussion is likely to facilitate the educational process • when awareness is the main goal • when media is on-side • when accompanying on the ground back-up can be provided
  • 70. WHEN TO USE THE MEDIA IN HEALTH PROMOTION -2 • when long-term follow-up is possible • when a generous budget exists • when counter-argument is likely to be productive • when the behaviour goal is simple • when a hidden agenda is public relations
  • 71. SUMMARY OF MEDIA METHODSSUMMARY OF MEDIA METHODS Instructional. Motivational. Useful for personal viewing with adults as back-up to other programmes. VIDEOS Short messages to identify/motivate the user and cement commitment. Cheap, persuasive. STICKERS Emotive. Personal. Useful for cementing attitudes and commitment to program/idea. T-SHIRTS Agenda setting function. Visual message. Creative input required. Possibility of graffiti might be considered. POSTERS Continuity. Personalised. Labour intensive and requires detailed commitment and needs assessment before commencing. NEWSLETTERS Quick convenient information. Use as series with storage folder. Not for complex behaviour change. INFORMATION SHEET Information transmission. Best where cognition rather than emotion is desired outcome. PAMPHLETS Limited reach media CHARACTERISTICSTYPE
  • 72. Wide readership and influence. Useful as in supportive role and to inform and provide social proof. MAGAZINES Long and short copy information. Material dependent on type of paper and day of week. NEWSPAPERS Informative, interactive (talkback). Cost effective and useful in creating awareness, providing information. RADIO Awareness, arousal, modelling and image creation role. May be increasingly useful in information and skills training as awareness and interest in health services. TELEVISION Mass reach media CHARACTERISTICSTYPE SUMMARY OF MEDIA METHODSSUMMARY OF MEDIA METHODS
  • 74. SOCIAL MARKETING DEFINITION SOCIAL MARKETING is the application of marketing concepts and techniques to the marketing of various socially beneficial ideas and causes instead or products and services in the commercial sense. (FOX & KOTLER, 1980)
  • 75. THE MARKETING MIX: THE FOUR P’S PRODUCT: the physical product and its symbolic meaning PRICE: the value of the product PLACE: where the product is available PROMOTION: advertising, sales promotion, personal selling and publicity
  • 76. SOCIAL MARKETING IN HEALTH PROMOTION -THE 4P’S -1 1. PRODUCT • does not necessarily mean a physical product • socially desirable goals e.g. behavioural, attitudinal, idea change to new habits, norms and values through learning
  • 77. SOCIAL MARKETING IN HEALTH PROMOTION -THE 4P’S -2 2. PRICE • represents the price the “buyer” must accept in order to obtain the “product” • includes costs in terms of money, opportunity, energy and pychological e.g. • buying seat belts and installing it • giving up the pleasures of smoking • giving up favourite food • going to GP vs long waiting time at government hospital
  • 78. SOCIAL MARKETING IN HEALTH PROMOTION -THE 4P’S -3 3. PLACE • important for providing adequate and compatible distribution and response channels • arranging for accessible outlets which permit translation of motivation to act • requires effective & efficient marketing strategy e.g. prime time announcements, strategic places for display, direct telephone linkages, information centres etc
  • 79. SOCIAL MARKETING IN HEALTH PROMOTION -THE 4P’S -4 4. PROMOTION • key element in all marketing as consumer demand responds to promotion and product advertising • uses PERSUASIVE STRATEGY to make the product familiar, acceptable and desirable • not “TELLING” but “SELLING” by stressing the benefits
  • 80. SOCIAL MARKETING IN HEALTH PROMOTION -THE 4P’S -5 4. PROMOTION (Cont’d) • include: • advertising • personal selling • publicity and • sales promotion
  • 81. SOCIAL MARKETING IN HEALTH PROMOTION -THE 4P’S -6 4. PROMOTION (Cont’d) • advertising through: • choice of appeal • selection of effective and efficient media • development of presentation strategies • use of various media, methods, etc
  • 82. 8 IMPORTANT STEPS IN SOCIAL MARKETING PROGRAMMES 1. Establishing management and operating procedures 2. Selecting the products to be marketed 3. Identifying the consumer population 4. Deciding on brand names and packaging 5. Setting an appropriate price 6. Recruiting sales outlets 7. Arranging and maintaining a distribution system 8. Carrying out promotion
  • 83. SOCIAL MARKETING: STRENGTHS -1 1.A valuable change tool 2.Useful in persuasion 3.Useful in creating awareness and interest 4.Helpful by reinforcing through repetition of message
  • 84. SOCIAL MARKETING: STRENGTHS -2 5.Usually offer long term benefits of the behaviours promoted 6.Useful in increasing programme effectiveness if used in combination with other strategies 7.Has mass media appeal 8.Cost-efficient
  • 85. SOCIAL MARKETING: WEAKNESSES & LIMITATION -1 1. Heavy reliance on mass media (effects of selective processes) 2. Makes the audience passive 3. Tends to be manipulative 4. May create negative public sentiments for real consumer products 5. Creates resistance if opposed to strongly reinforced and deeply entrenched ideas/habits
  • 86. SOCIAL MARKETING: WEAKNESSES & LIMITATION -2 6. Focus on the “individual” rather than the “community” at large for the proposed change 7. Only appropriate in certain circumstances 8. Ideas from “outside” - not the audience’s own
  • 88. COMMUNITY DEVELOPMENT -1 • Means working to stimulate and encourage communities to express their needs and to support them in their collective action • It is not about dealing with people’s problems on a one-to-one basis • It aims to develop the potential of a community
  • 89. COMMUNITY DEVELOPMENT -2 • A community development approach to health involves working with groups of people to identify their own health concerns and to take appropriate action • Community development health workers are essentially facilitators locally based whose role is to help people in the community to acquire the skills, knowledge and confidence to act on health issues
  • 90. ADVANTAGES AND DISADVANTAGES OF THE COMMUNITYADVANTAGES AND DISADVANTAGES OF THE COMMUNITY DEVELOPMENT APPROACHDEVELOPMENT APPROACH Work is usually with small groups of people.If health promoter and people meet as equal, it extends principle of democratic accountability. The health promoter may find his or her role contradictory. O whom are they ultimately accountable – employer or community? The process includes acquiring skills which are transferable, for example, communication skills, lobbying skills. Without evaluation, gaining funding is difficult. The process of involvement is enabling and leads to greater confidence. Evaluation is difficult.Creates awareness of the social causes of ill health. Results are often not tangible or quantifiable.Focuses on root causes of ill health, not symptoms. Time consuming.Starts with people’s concerns, so it is more likely to gain support. DISADVANTAGESDISADVANTAGESADVANTAGESADVANTAGES
  • 91. COMMUNITY PARTICIPATIONCOMMUNITY PARTICIPATION IN PLANNING HEALTH WORKIN PLANNING HEALTH WORK NO PARTICIPATION The community is told nothing, and is not involved in any way. VERY LOW PARTICIPATION The community is informed. The legacy makes a plan and announces it. The community is convened or notified in other ways in order to be informed; compliance is expected. LOW PARTICIPATION The community is offered ‘token’ consultation. The agency tries to promote a plan and seeks support or at least sufficient sanction so that the plan can go ahead. It is unwilling to modify the plan unless absolutely necessary. MODERATE PARTICIPATION The community advises through a consultation process. The agency presents a plan and invites questions, comments and recommendations. It is prepared to modify the plan.
  • 92. HIGH PARTICIPATION The community plan jointly. Representatives of the agency and the community sit down together from the beginning to devise a plan. VERY HIGH PARTICIPATION The community has delegated authority. The agency identifies and presents an issue to the community, defines the limits and asks the community to make a series of decisions which can be embodied in a plan which it will accept. HIGHEST PARTICIPATION The community has control. The agency asks the community to identify the issue and make all the key decisions about goals and plans. It is willing to help the community at each step to accomplish its goals even to the extent of delegating administrative control of the work. Cont…
  • 93. WAYS OF DEVELOPING COMMUNITY PARTICIPATION • Be open about policies and plans • Plan for the community’s expressed needs • Decentralise planning • Develop joint forums and networks • Provide support, advice and training for community groups • Provide information • Provide help with funding and resources
  • 94. IN A NUTSHELL: SELECTING THE RIGHT METHODS FOR EFFECTIVE HEALTHPROMOTION
  • 95. FACTORS FOR CONSIDERATION IN CHOOSING METHODS • Which methods are the most appropriate and effective for your aims and objectives? • Which methods will be acceptable to the consumer? • Which methods will be easiest? • Which methods will be cheapest? • Which methods are the most acceptable to the people involved? • Which methods do you find comfortable to use?
  • 96. CHOOSING METHODS FOR HEALTH PROMOTION -1 • The choice will be decided in part by external considerations, such as the amount of funding or the particular expertise of the health promoter • The type of methods chosen should also reflect the objectives set. Certain methods go for certain objectives but would be inappropriate for other objectives • Participative small group work is effective at changing attitudes but a more formal teaching session would be more effective if specific knowledge is to be imparted
  • 97. CHOOSING METHODS FOR HEALTH PROMOTION -2 • Community development is effective at increasing community involvement and participation bit would not be appropriate if local government policy change is the objective • The mass media is effective in raising people’s awareness of health issues but ineffective in persuading people to change their behaviour
  • 98. CHOOSING METHODS FOR HEALTH PROMOTION -3 • Deciding which methods would be the logical choice given the objectives is critical. • A compromise may need to be considered owing to constraints of time, resources or skills • This compromise should not concern the amount of input, or the use of complementary methods • It should not mean that we end up using inappropriate methods which are unlikely to achieve the objectives