1) The document discusses several models of health promotion, including those proposed by Caplan & Holland, Beattie, Tones & Tilfors, and Tannahill. 2) Caplan & Holland's model categorizes health promotion into four paradigms based on theories of knowledge and the nature of society: traditional, humanist, radical humanist, and radical structuralist. 3) Beattie's model generates four health promotion strategies based on the mode of intervention (authoritarian vs negotiated) and focus of intervention (individual vs collective).

1. Models of Health Promotion
Prepared & presented by : Rishab Shrestha
(BPH 3rd Batch)
Submitted to : Mr. Sunil Sah
Lecturer, UCMS
2/18/2020

2. Health Promotion
Health promotion is the process of enabling people to
increase control over & to improve their health.
It states that people must
be able to identify &
realize aspiration, to
satisfy needs, & to change
or cope with the
environment
Health is a resource for
everyone’s life; not the
objective of living & health
promotion is not just the
responsibility of health sector
but goes beyond healthy
lifestyle to well-being.
2/18/2020 2

3. Models of Health Promotion
Model :
A model is a representation of an idea, an object or even a
process or a system that is used to describe & explain
phenomena that cannot be experienced directly.
• The representation of different approaches of health
promotion is primary descriptive. It is what health promoters
do, and it is possible to move in and out of different
approaches depending on the situation.
2/18/2020 3

4. • A more analytical means of identifying heath promotion is to
develop models of practice.
• All models seek to represent reality in some way and try to
show in a simplified form how different things connect.
• Implicit in the use of models is a theoretical framework that
explain how and why the elements in the model are
connected.
2/18/2020 4

5. Using a model can be helpful because it encourages you to
think theoretically, and come up with new strategies and ways
of working.
Models of health promotion may help to:
• Conceptualize or map the field of health promotion
• Interrogate and analyze existing practice
• Plan and chart the possibilities for interventions
2/18/2020 5

6. Different Models of Health Promotion
Caplan & Holland (1990) Model
Beattie’s (1991) Model
Tones & Tilfors’s (1994) Model
Tannahill (1996) Model
2/18/2020 6

7. 1. Caplan & Holland – Four Paradigm of Health Promotion
• More complex & theoretically driven.
• Attempts to unpick what determine health & ill health & therefore
what activities can be used to address health issues.
• 4 perspectives can be generated from 2 dimension :-
2/18/2020 7
Theory of knowledge & how
knowledge is generated in
relation to health
How society is constructed &
how this impacts on health
Nature of knowledge Nature of society

8. Radical Humanist
• Holistic view of health
• De-professionalization
• Self-help networks
Radical Structuralist
• Health reflects structural
inequalities
• Need to challenge inequity &
radical transform society
Humanist
• Holistic view of health
• Aims to improve
understanding &
development of self
• Client-led
Traditional
• Health = absence of disease
• Aim is to change behavior
• Expert led
Nature of society
Nature of knowledge
Subjective Objective
Radical
change
Social
regulation
Fig : Caplan & Holland – Four Paradigm of Health Promotion
2/18/2020 8

9. Four paradigm of health promotion are :-
1) Traditional perspectives relate to medical & behavior change
approaches.
2) Humanist perspectives relates to educational approaches to enable
individual to use personal resources & skills.
3) Radical humanist perspectives relates to empowerment approach.
Individual are encouraged to form social, organizational & economic
networks.
4) Radical structuralist perspectives holds that structural inequalities
are the cause of many problems & the role of health promotion is
to address the relationship between health & social inequalities.
2/18/2020 9

10. 2. Beattie 1991 – Health promotion methods using Beattie’s typology
• Four paradigms of Health promotion can be generated from 2
dimension :- Mode of intervention & Focus of intervention
• Mode of intervention ranges from
Authoritative (top-down) Negotiated (bottom up)
• Focus of intervention ranges from focus on individual who is
responsible for his / her own health to focus on collective & roots of
ill health
2/18/2020 10

11. Health persuasion
• Advice
• Education
• Behaviour change
• Mass media campaign
Legislative action
• Legislation
• Policy making & implementation
• Health surveillance
Personal counselling
• Counselling
• Education
• Group work
Community development
• Lobbying
• Action research
• Skills sharing & training
• Group work
Mode of intervention
Focus of intervention
Individual Collective
Authoritarian
Negotiated
Fig : Beattie 1991 – Health promotion methods using Beattie’s typology
2/18/2020 11

12. Beattie’s typology generates 4 strategies for health promotion :-
1. Health persuasion = Interventions directed at individuals & led by
professionals. Eg- Health workers encouraging pregnant women to stop
smoking.
2. Legislative action = Interventions led by professionals but intended to
protect communities. Eg- Tighter controls on food labeling
3. Personal counseling = Interventions which are client-led & focus on
personal development. Eg- health promoter is a facilitator rather than a
expert.
4. Community development = Interventions which seek to empower or
enhance the skills of a group or local community. Eg- Community health
worker working with local farmers group on their health issues.
2/18/2020 12

13. 3. Tones & Tilfors’s (1994) Model of Health Promotion
• It states interaction between 2 main sets of process for health
improvement :-
a) Development & implementation of healthy public policy
b) Health education in which people are empowered to take control of
their life
• Example is attempts of Jamie’s School Dinners Campaign where
school meals was brought into public consciousness & lead to
standards for meals & an increase in the budgets for school meals.
2/18/2020 13

14. Fig: Model of health promotion : The contribution of education to health promotion
2/18/2020 14
Healthy public
policy
Healthy social
& physical
environment
HEALTH
Agenda
setting
Healthy
choices
Education for health
Public pressure
Empowered
participating
community
Critical
consciousness
raising
Lobbying
Advocacy
Mediation
Healthy promoting
organization
Healthy
services
Professional
education

15. 4. Downie et al 1996 – Tannahill’s model of Health promotion
• Widely accepted model of health promotion
• It talks about 3 overlapping sphere of activity :- Health education,
Prevention & Health protection
1) Health education : Communication to enhance wellbeing & prevent
ill health through influencing knowledge & attitudes.
2) Prevention : Reducing or avoiding the risk of disease & ill health
primarily through medical interventions.
3) Health protection : Safeguarding population health through
legislative, fiscal or social measures.
2/18/2020 15

16. 5
Health
education
6
Health
protection
1
Prevention
4
72
3
1. Preventive services
Eg:- Immunization,
cervical screening,
hypertension case
finding, use of nicotine
chewing gum to aid
smoking cessation
2. Preventive health
education
Eg:- Smoking cessation
advices & information
3. Preventive health
protection
Eg:- chlorination of water
4. Health education for preventive
health protection
Eg:- lobbying for seat belt
legislation
5. Positive health
education
Eg:- life skills with
young people
6. Positive health
protection
Eg:- workplace
smoking policy
7. Health education
aimed at positive
health protection
Eg:- lobbying for a ban
on tobacco advertising
2/18/2020 16

17. 2/18/2020 17