Week 7- personal skills/healthy envir. Flashcards
Community Development and Capacity Building
Bring the community together
Bring about social change
Change attitudes
More participation= increased positive outcomes
Community Engagement
is the process of having individuals in the community, stakeholder organizations, and hospitals work collaboratively to ID needs and then pursuing strategies to address them
terms that are used to describe community engagement activities
Consultation, involvement, and, participation
ROLE OF THE CHN
Consultant facilitator leader liaison researcher
Community Capacity
Bring about change through an action plan
Developed and implemented with community partners –community mobilization
Refers to influencing healthy public policy-individuals joining together to bring about change.
Happens in many ways & on different levels
How Capacities get built
Help them develop leadership
Negotiation skills
Help with problem-solving skills
Help with team building
Think: coalitions, consensus building, improving strategic plans, leadership, changing organizational structure, etc.
Capacity Building supports these Outcomes
More community participation Improved leadership Improved individual skills Shared vision Development of a strategic plan for the community Evidence of progress towards a goal Evidence of more effective organizations & institutions Evidence of better resource utilization
More than Bricks & Mortar
Best use of “bricks and mortar” (staff, plans, resources) do not ensure that programs will work.
HP programs need strong foundations
Use collaboration & support from community.
They are the “glue that binds”
Community capacity Steps in Community Development
Define the issue Initiate the process Plan community conversations Talk, discover, and connect Create an asset map Mobilize the community Take action Plan and implement
Community Empowerment
Active process
Individuals, groups, and communities are able to state their health requirements and be involved in, and take charge of, the strategies required to achieve improved health
People need to feel a sense of belonging – developed through social supports and networks
Social and political action to ensure equity and social justice
STEPS IN COMMUNITY ENGAGEMENT
Inform Input Engage Collaborate Empower
Inform
get information out
Input (consult)
feedback impacts decisions
Engage (involve)
stakeholders involved in community planning and process
Collaborate
shared decision making
Empower
community identifies issues and solutions/works with community to build capacity
Strengthening Community Action
ASSESS
Determine the state the community is at
Assist with identifying health concerns and STRENGTHS
Assist in identifying how to use community strengths to deal with identified health challenges
Explore how community feels it can best manage health challenges
Build partnerships – concepts of PHC, caring, empowerment
Creating Supportive Environments
Requires attention to the determinants of health
Have a direct impact on health of individuals and populations
Are the best predictors of individual and population health ***
Structure lifestyle choices
Interact with each other to produce health
Links between people and their environments
Constitutes the basis for a socio-ecological approach to health
Work and leisure should be a source of health for people
Developing Personal Skills
Supports personal and social development
Increases options available to people to exercise more control over their own health and over their environments
Facilitated in school, home, work and community setting
Health education is a strategy for empowering clients and involving them in their health decisions.
Encourages the development of personal health skills such as the adoption of healthier lifestyles e.g.:
Stress management
Healthy eating
Physical activity
Improved literacy
Various teaching methods are used, e.g., lectures, demonstrations, small groups, health fairs
Moving toward adoption of healthier lifestyles is difficult even when clients are motivated for change
Many of the social and economic factors included in social determinants of health hinder behavioural change
Behavioural change is most effective when social and economic factors are supported
Health Communication and Social Marketing
Strategies used to deliver health promotion messages to targeted populations
Designed to help individuals make decisions related to maintaining and improving their health/well being
Includes various forms of mass media in creating awareness of health issues
Social marketing is more than promotion.
Health Communication
The process of promoting health by disseminating messages through mass media, interpersonal channels and events.
May include diverse activities such as clinician-patient interactions, classes, self-help groups, mailings, hotlines, mass media campaigns, events
Efforts can be directed toward individuals, networks, small groups, organizations, communities or entire nations
Communication cannot:
Compensate for inadequate health care or access
Produce sustained change in complex health behaviours without the support of a larger program for change
Be equally effective in addressing all issues
The four Ps of social marketing:
Product: benefits
Price: cost related to benefits
Place: convenient access
Promotion: utilizing most appropriate media to convey message
Types of Health Communication
Persuasive or Behavioural Communications Risk Communication Media Advocacy Entertainment Education Interactive Health Communication Development Communication Participatory Communication
Development Communication
Facilitates social development
Participatory Communication
is an approach based on dialogue, which allows the sharing of information, perceptions and opinions among the various stakeholders and thereby facilitates their empowerment.(googled)
Channel
The way in which a message is sent. Television Radio Interpersonal communication Newspaper Social media
Vehicles
Specific formats used to deliver messages Commercial (Television) Spokesperson profile and interview (Radio) Print ad (Newspaper) Facebook page (Social Media)
Knowledge
Holistic understanding of health and its determinants
Awareness of population HP principles
Understanding of a variety of strategies and processes
Recognition of contextual specificity of strengths and weaknesses of different HP strategies
A familiarity with the conditions, aspirations, and culture of populations within which one works
Skills
Program planning Communication across sectors Working with others Integrating research and practice Capacity building Being strategic and selective in making decisions about what to do and how to do it
Commitment
Personal energy, enthusiasm, patience, and persistence
Flexible, innovative – thoughtful risks
Learning from experience of oneself and others
Self confidence and credibility
Believing in advocating for Health Promotion
Resources
Time to engage in Health promotion practice
Tools for more efficient and effective practice
Infrastructure (office space, capital equipment)
Supportive managers, colleagues, and allies with whom to work with and learn
Access to adequate funding for Health Promotion activities
Steps in Health Communication Campaign
1) Manage the Project
2) revisit your health promotion strategy
3) analyze your audience
4) Develop an inventory of communication resources
5) select communication objectives
6) select communication channels and vehicles
7) combine and sequence communication activities
8) develop the message
9) develop a project identity
10) develop materials (production)
11) Implement your campaign
12) evaluate your campaign
Step 1 in Health Communication Campaign
Manage the Project – Develop a plan to organize the campaign development process including time, money, other resources, data gathering and interpretation and decision-making
Step 2
Revisit your Health Promotion Strategy – This step involves defining and/or confirming the purpose of your health communication campaign, including the development of measurable campaign objectives.
Step 3
Analyze your Audience – Collect information about the demographic, behavioural and psychographic (e.g., values and beliefs) of your chosen audience to create an audience profile.
Step 4
Develop an Inventory of Communication Resources The list should include existing communication resources (e.g., media outlets, community spokespersons) in your community or organization and the assessment of the strengths, weaknesses and possibilities of getting our message delivered through these resources.
Step 5
Select Communication Objectives – Identify the ‘bottom-line’ changes (e.g., increasing seniors’ knowledge about steps they can take to avoid injuries in the home) that you hope to accomplish as a result of your communication activities.
Step 6
Select Communication Channels and Vehicles – Channels are the means by which a message is sent (e.g., radio, television, the Internet, newspapers, interpersonal communication).
Step 7
Combine and Sequence Communication Activities - The channels and vehicles chosen in the last step need to be combined and sequenced across a campaign timeline.
Step 8
Develop the Message – The key message, or messages, communicated by the campaign need to be carefully chosen.
Fear mongering
the action of deliberately arousing public fear or alarm about a particular issue.
Step 9
Develop a Project Identity – Create an identity that will clearly communicate your image and your intended relationship with your audience (i.e., the purpose of your communications campaign and why it’s important).
Step 10
Develop Materials (Production) – Develop specifications for each desired product (vehicle), the selection of suppliers and the management of the production process
Step 11
Implement your Campaign - Program materials must be available in sufficient quantities. Plans must be in place, and gatekeepers representing different channels must be briefed.
Step 12
Evaluate your Campaign – Collect and interpret information on the planning, implementation and results of the campaign in order to identify effective aspects of the campaign and areas where improvement is required.
Successful health communication programs involve
more than the production of messages and materials.
They use research-based strategies to shape the products and determine the channels that deliver them to the right intended audiences.
Community mobilization
involves the formation of partnerships between different interests and organizations.
The language of partnership
implies that each stakeholder group has an equal share of decision-making power, responsibilities and benefits
Identifying Potential Community Partners-P
Who will benefit? Who will be harmed? Is there a common purpose and value? What beliefs about people and change are inherent in the project? How will differences be addressed? Who will control the process? How will partners work together so that the experience of each partner is honoured? How will participation be maximized? How will valued resources be shared?
