Health Promotion

Explain three different approaches to health education. (P1)
In this assignment I am going to explain three different approaches to health education, whilst doing so I will explain which is most likely to be successful. Health education is an aspect of health promotion which relates to educating people about good health and how to develop and support it.
The role of mass media
The first approach I am going to explain is Mass media. Mass media is communication; it is the media that is intended for a large audience. It may take the form of broadcast media, as in the case of television and radio, or print media, like newspapers and magazines. Internet media can also attain mass media status, and media outlets maintain a web presence to take advantage of the ready availability of Internet in many regions of the world. Many people would view the media as the most effective way of reaching the population to promote health. People might assume that because the media reaches a large number of people, its effect will be correspondingly great. Sometimes the mass media can include leaflets and posters. The success of a health message conveyed by the mass media will depend upon the attitudes and viewpoint of the individual who receives the message. Therefore it is not surprising to find that many research studies have shown that the direct persuasive power of the mass media is limited. Mass media is a significant force in modern culture. Appropriate aims might include using the media to: - To raise awareness of health and health issues, for example, raise awareness about over exposure to the sun and skin cancer. - To deliver a simple message, for example, babies should sleep on their backs and not on their stomachs; this is a national advice line for young people wanting information about sexual health. - To change behaviour, if the behaviour is a simple one-off, for example, phone for a leaflet. - The use of mass media should be seen as an overall strategy which includes face-to-face discussion, personal help and attention to social environmental factors which help or hinder change.
The mass media cannot: - Convey complex information, for example transmission routes of HIV. - Teach skills, for example, teach how to deal assertively with pressure to have sex without a condom or take drugs. - They are not allowed to shifts people’s attitudes or beliefs. - The mass media also cannot change behaviour unless the change requires a simple action that is easy to do, and people are already motivated to do it.
Social marketing approach
Social marketing is putting people at the heart of policy, communications and delivery to encourage behaviour change. The term social marketing was first introduced in the 1970’s and refers to the application of marketing to the solution of social and health problems. Health-related social marketing is the systematic application of marketing concepts and approaches to achieve behavioral relevant to improving health and reducing health inequalities. The White Paper, Choosing Health sets out the importance of using a social marketing approach to encourage positive health behaviour. The main features of social marketing are:
The customer or consumer is placed at the centre – social marketing always starts by trying to understand where the person is at rather than where someone might think they are or should be.
Clear ‘behaviour goals’ – social marketing is driven by a concern to achieve measurable impacts on what people actually do, not just on their knowledge, awareness or beliefs about an issue. This approach describes the aim of an interview in terms of specific behaviours and manageable steps towards a main goal.
The exchange – social marketing is driven by an understanding of why people behave in the way that they do. Particular consideration is given to what people think, fell and believe about the subject.
The competition – social marketing uses of the concept of ‘competition’ to examine all the factors that compete for peoples attention and willingness or ability to adopt a desired behaviour. It looks at both external factors and internal competition.
Social marketing has more main features such as segmentation and intervention mix and marketing mix.
Community development approach
Community development is action that helps people to recognise and develop their ability, potential and to organise themselves to respond to problems and needs which they share. Its supports the establishment of strong communication that control and uses assets to promote social justice and help improve the quality of community life. In order to understand where community development for health fits with health education, the holistic concept of health needs to be understood.
Holistic concept:
Holistic concept is the care that considers the needs of the whole person. This is because there is an inter-relationship between the different needs that a person has. This brings together a range of aspects of health which together contribute to s person being healthy including physical, mental, emotional, social, spiritual and societal health.
Community development focuses of the root causes of ill health but not all results are often tangible or easily measured. It is also based in locally identified concerns therefore there is stronger support. However, community development can take a long time to engage the community and even longer to address the underlying issues. It also tends to draw attention towards small communities and away from larger structural issues. Health promoters can be in a difficult position if the needs of the community conflict with the position of their employer. Community development might include activities which influence health as most people understand it.