Module 1.2 Flashcards
This action area is centered around the
community working together to achieve a
common goal. Communities work together
to identify and set health priorities, plan
and implement strategies to achieve better
health.
MANAGEMENT OF LEARNING (MOL)
the key aspect of
this priority area
Education
Relates directly to decisions made
by government in relation to laws and
policies that directly affect health.
MANAGEMENT OF LEARNING (MOL)
Individual’s perceptions of the threat posed by
susceptibility or severity, benefits of the threat and
factors influencing the decision to act.
MANAGEMENT OF LEARNING (MOL)
Explores the reciprocal interactions of people and
their environments and the psychosocial determinants
of health behavior.
MANAGEMENT OF LEARNING (MOL)
Explains or predicts phenomena
Theory
Simplified, miniaturized application of concepts for addressing problems
Model
Micro-level guidance
Theory
Macro-level guidance
Model
Empirically tested
Theory
Not enough empirical evidence
Model
Based in previous literature
Theory
Creative
Model
Usually parsimonious
Theory
Usually tries to cover a lot
Model
Does not contain any model
Theory
May embody one or more theories
Model
Social Cognitive Theory
Theory
Precede - Proceed Model
Model
Precede - Proceed Model
Model
Benefits of Theory in Health Promotion
- helps in discerning measurable outcomes
- specifies methods for behavior change
- identifies the timings for interventions
- helps in choosing the right mix of strategies
- enhances communication between professionals
- improves replication
- improves program efficiency and effectiveness
Individual change
strategies
- health education
- health communication
- social marketing
Social- environmental
change strategies
- organizational
development and
change - community
development and
mobilization - healthy public policy
- advocac
Social- environmental
change strategies
- organizational
development and
change - community
development and
mobilization - healthy public policy
- advocacy
HEALTH PROMOTION STRATEGIES :
INDIVIDUAL CHANGE STRATEGIES
HEALTH EDUCATION
refers to opportunities for
learning involving some form of communication
designed to improve health literacy,
including improving knowledge, and developing
life skills, which are conducive to individual and
community health
refers to opportunities for
learning involving some form of communication
designed to improve health literacy,
including improving knowledge, and developing
life skills, which are conducive to individual and
community health
HEALTH EDUCATION
defined as “the capacity of an
individual to obtain, interpret,
and understand basic health
information and services and
the competence to use such
information and services in
ways that are health
enhancing.
Health Literacy
defined as “the capacity of an
individual to obtain, interpret,
and understand basic health
information and services and
the competence to use such
information and services in
ways that are health
enhancing.
Health Literacy
Four-part model of health literacy
(Zarcadoolas & et.al., 2003)
- Fundamental literacy/numeracy
- Literacy pertaining to science and
technology - Community/civic literacy
- Cultural literacy
Competence in understanding and using printed
language, spoken language, numerals, and basic
mathematical symbols or terms. This domain is
involved in a wide range of cognitive, behavioral, and
social skills and abilities.
Fundamental literacy/numeracy
Understanding the basic scientific and technological
concepts, technical complexity, the phenomenon of
scientific uncertainty, and the phenomenon of rapid
change.
Literacy pertaining to science and
technology
Understanding about sources of information, agendas,
and methods of interpreting those agendas. It enables
people to engage in dialogue and decision making. It
includes media interpretation skills and understanding
civic and legislative functions.
Community/civic literacy
Understanding collective beliefs, customs, worldviews,
and social identity relationships to interpret and
produce health information
Cultural literacy
KEY STRATEGY TO INFORM THE
PUBLIC
DIRECTED TOWARDS
IMPROVING HEALTH
STATUS
Health Communication
Some forms of health communications
-edutainment or enter-education
- health journalism
- interpersonal communication
- media advocacy
- organizational communication
- risk communication
- social communication
- social marketing (WHO, 1998)
the use of commercial marketing
techniques to help a target
population acquire a beneficial
health behavior (Weinreich,1999).
Social Marketing
becoming a
popular choice for influencing
behavior in both the government
and not-for-profit sectors.
Social Marketing
SOCIAL MARKETING
Weinreich (1999) has described a somewhat similar
sequence of five steps:
(1) planning,
(2)message and material development
(3) Pretesting
(4) Implementation
(5) evaluation
APPLICATIONS OF SOCIAL MARKETING
- Antitobacco campaign
- Campaign to improve antibiotic use
- Campaign to reduce the stigma of
mental illness - Community-wide physical activity
campaign - Designing cancer prevention
programs - Diabetes prevention program
- Educational program aimed at
improving prescribing for hypertension - Family health advocacy for pregnant
and parenting women - Increasing cervical cancer screening
- Increasing condom use
- Increasing female condom use
- Increasing syphilis awareness
- Increasing use of bicycle helmets
- Iron-folic acid supplementation in Cambodian women
- Leprosy elimination in Sri Lanka
- Nutrition education in preschoolers
- Physical activity promotion in adolescent girls
- Promoting insecticide-treated nets in Africa
- Promoting iron nutrition for at-risk infants
- Promoting preconception use of folic acid
- Recruiting men who have sex with men for HIV
research - Reducing marijuana and alcohol use among
adolescents - Self-help weight management intervention
- Tractor rollover protection structure (ROPS) campaign
more effective for behaviors that
need to be changed once or only a few times, but is
less effective for behaviors that must be repeated
and maintained over a period of time(Evans, 2006)
Social Marketing
noted that social
marketing depends too much on commercial
marketing for its theoretical underpinnings and must
formulate its own theoretical basis.
Peattie and Peattie (2003)
They suggested that the four Ps be renamed as
follows: social proposition (product), costs (price),
accessibility (place), and communication (promotion)
Peattie and Peattie (2003)
four Ps
- social proposition (product),
- costs (price)
- accessibility (place)
- communication (promotion)
LIMITATIONS OF SOCIAL MARKETING
definite advantages to this approach, such as extensive
formative research, pretesting of the components before
implementation
the goal is to reach as many people as
possible
Public health
audience
segmentation and the use of tailored messages filter out
many people who may be in need of the services or
behavior change
social marketing
requires a lot of lead time for
extensive formative research and pretesting (Marshall,
Bryant, Keller, & Fridinger, 2006)
social marketing
has been labeled “motivational
manipulation,” especially by thinkers from third world
countries (Banerji, 1986)social marketing
social marketing
do not address
the root causes and do not involve community
participation
Band-Aid solutions
decides what behaviors
will constitute improvement; community members do not
have much say. This unequal playing field between
marketers and public poses ethical dilemmas as well (Grier
& Bryant, 2005)
social marketer
is the aggregate of an
organization’s knowledge, strategy and practices, and the
use of those to foster members’ behaviors and results.
The result is effective change.
Organizational Development and Change
is defined as “a
capacity-building process through which
community individuals, groups, or
organizations plan, carry out, and
evaluate activities on a participatory and
sustained basis to. improve their health
and other needs, either on their own
initiative or stimulated by others
Community mobilization
is a
practice which assists the process of
people acting together to improve
their shared conditions, both
through their own efforts and
through negotiation with public
services.
Community development
Developing an equity-informed policy framework, or
integrating an equity lens into an existing policy
framework
Healthy Public Policy
Engagement, implementation or evaluation
processes for strengthening the equitability of a
policy under development
Healthy Public Policy
is active support of an idea
or cause that entails especially the act
of pleading or arguing for something.
Green and Kreuter (2005, p. G-1)
Advocacy
is about creating a shift
in public opinion and mobilizing the
essential resources to support any issue or
policy that affects the health of a
community or a constituency. It is a vital
function for achieving health promotion
goals.
Advocacy
