Approaches used in Health Promotion Campaigns 5 categories

Approaches used in Health Promotion Campaigns

5 categories of Approaches to Health Promotion 1. 2. 3. 4. 5. Medical or Preventative approach Empowerment approach Behaviour change approach Educational approach Social Change approach

The Medical Approach • The medical approach can be aimed at whole populations or at a high risk group e. g. smokers • It focuses on activity aimed at reducing morbidity, (the proportion of sickness or a specific disease in a geographical locality) and premature mortality. • This approach values preventive medical procedures and the medical profession’s responsibility to ensure that the patients comply.

• The medical approach to health promotion believes in the importance of medical interventions in preventing ill health and premature deaths • This approach to health promotion focuses very much on the absence of disease – not positive health • The medical approach is often criticised for failing to acknowledge social and environmental aspects of health • Popular because it is cheaper in the short term

The classification of Medical health promotion activities 1) Primary- aimed at reducing risks to the entire population. Prevention of the onset of disease through risk education. 2) Secondary- aimed at reducing risk factors for people already at risk. Prevention of disease progression through screening etc. 3) Tertiary- aimed at people suffering from illhealth, social disease or disability.

Key term • Preventative: • Preventative health promotion focuses on preventing the onset of disease • This is often done by encouraging immunisation, screening , healthy eating and exercise • The medical model relates to preventative health promotion

The Empowerment Approach • Empowerment: • Empowerment means; ‘to give power or authority to make decisions and take control over one’s own life’ • Focuses on enabling people to express their concerns, and gain skills and knowledge to do something about it. Bottom up • Looks at wider factors impacting health; instead of just focusing on specific medical concerns

• This approach is very much in support of the WHO 1986 definition of health promotion: • ‘Enabling people to gain control over their lives’ • Client centred • The health promoter should act as a catalyst, and then withdraw from the situation • Empowerment has been used to describe a way of working which increases people’s power to change their ‘social reality’

• This is more about working in partnership with clients, about getting them to identify what they want to work on. About getting them to make their own decisions and choices. • The health promoter’s role is to be a facilitator. • Self empowerment of the client is central. • The clients are valued as equals who have much to contribute and a right to determine their own future.

The Behaviour Change approach • The aim is to change people’s individual attitudes and behaviours, so they take on a ‘healthy lifestyle’. • E. g. Smoking cessation programmes, exercise through prescription or referral schemes, weight loss through Weight Watchers referral or the School Fruit and Vegetable scheme. • The health promoter believes that this lifestyle change is in the client’s best interests and feels responsible to encourage it.

• Person must be ready to take action – or it will not be effective • Very popular with policy makers • Mass media communication • The expert gives advice to the lay person • Not always successful

The Educational Approach • Knowledge and information are key to this approach. • Leaflets • The main aim of this approach is to develop the necessary understanding and skills so that people can make informed lifestyle choices • The educational approach does not try to persuade change in a particular direction

• It assumes that knowledge will bring about a change in attitude and then change behaviour • Education is intended to have an outcome. • The outcome will be the client’s choice and it may/may not be one the health promoter would have selected. However, this approach respects the individual’s right to choose. • The promoter sees it as their responsibility to approach those health issues they see as being in the client’s best interests.

• Information and even the desire to change is often not enough to actually do so • Social factors • Environmental factors

The Fear strategy Fear: • Many health promotion campaigns are designed to elicit fear • Fear is most likely to be effective if the campaign allows for the desired behaviour to be reinforced by a reduction in the level of fear • This is what you can do…

The societal change approach • In this approach the aim is to make changes to the physical, social and economic environment in order to improve the health of the people who live in it. • It’s focus is on changing the health environment rather than the lives of the people who live in it. • Government level – make the healthy choice a realistic option for most people.

Further reading for references • Ewles and Simnett ‘Promoting Health: A Practical Guide’ (page 34) • ‘Foundations for Health Promotion’ by Naidoo and Wills (page 67)