Description
Find and share (embed or share a link) an example of a health communication material on skin cancer. It can be a flyer, brochure, social media post, advertisement, infographic, etc.Comment on how your example stands up to the recommended attributes of effective health communication as described in slides 11-14 in this week’s lecture (I realize there may be some attributes you can’t judge based on the material, how it’s used, and what you know about it, but respond to as many of the attributes as possible). 4 ptsAs noted in the lecture, communication materials should be part of a larger approach. Describe a health education approach that can be coupled with your material. 2 ptsDescribe a policy, systems, or environmental change strategy that can be used along with your communication material (and health education approach in #2). 2ptTopics:Your project topic: skin cancerI attached the entire download, just slides 11-14.
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Health Promotion and
Communications
Health Promotion
What is Health
Promotion?
World Health Organization
• “…enables people to increase control
over their own health. It covers a wide
range of social and environmental
interventions that are designed to
benefit and protect individual people’s
health and quality of life by
addressing and preventing the root
causes of ill health, not just focusing
on treatment and cure.”
Wellness
• Wellness is related to health promotion and
disease prevention
• Wellness is described as the attitudes and
active decisions made by an individual that
contribute to positive health behaviors and
outcomes
Typical Activities for Health Promotion and
Wellness Programs
• Communication: Raising awareness about healthy behaviors for the general public
• Examples of communication strategies include public service announcements, health
fairs, mass media campaigns, and newsletters
• Education: Empowering behavior change and actions through increased knowledge
• Examples of health education strategies include courses, trainings, and support groups
• Policy, Systems, and Environment: Making systematic changes – through improved laws,
rules, and regulations (policy), functional organizational components (systems), and
economic, social, or physical environment – to encourage, make available, and enable
healthy choices
Health
Promotion and
Disease
Prevention
Strategies
• Health promotion and disease prevention
programs can improve health at every stage of life
• To achieve this, there are several strategies for
integrating health promotion and disease
prevention perspectives into everyday practice
• The strategies are:
ü Health Communication
ü Health Education
ü Policy, Systems, and Environmental Change
Health Communication
Health Communication
• Health communication includes verbal and written strategies to influence
and empower individuals, populations, and communities to make healthier
choices
• Often integrates components of multiple theories and models to promote
positive changes in attitudes and behaviors
Communication Channels
• Using a variety of communication channels can allow health messages to
shape mass media or interpersonal, small group, or community level
campaigns. Health communication strategies aim to change people’s
knowledge, attitudes, and/or behaviors; for example:
• Increase risk perception
• Reinforce positive behaviors
• Influence social norms
• Increase availability of support and needed services
• Empower individuals to change or improve their health conditions
Examples of
channels to
convey health
messages
• Radio
• Brochures
• Television
• Web Page
• Newspaper
• Social Media
• Flyers
• E-Blast
• Blog
• Bus/Bus Bench/Taxi Ads
• Newsletter
• Social marketing campaigns
• Infographics
• Podcasts
• Posters
Attributes of Effective Health Communication
• Accuracy: The content is valid and without errors of fact, interpretation, or
judgment.
• Availability: The content (whether targeted message or other information)
is delivered or placed where the audience can access it. Placement varies
according to the audience, message complexity, and purpose, ranging from
interpersonal and social networks to billboards and mass transit signs to
prime-time TV or radio, to public kiosks (print or electronic), to the
Internet.
Attributes of Effective Health Communication
• Balance: Where appropriate, the content presents the benefits and risks of
potential actions or recognizes different and valid perspectives on the issue
• Consistency: The content remains internally consistent over time and also
is consistent with information from other sources (the latter is a problem
when other widely available content is not accurate or reliable)
Attributes of Effective Health Communication
• Cultural Competence: The design, implementation, and evaluation process
that accounts for special issues for select population groups (for example,
ethnic, racial, and linguistic) and also educational levels and disability
• Evidence-based: Relevant scientific evidence that has undergone
comprehensive review and rigorous analysis to formulate practice
guidelines, performance measures, review criteria, and technology
assessments for tele-health applications
Attributes of Effective Health Communication
• Reach: The content gets to or is available to the largest possible number of
people in the target population
• Reliability: The source of the content is credible, and the content itself is
kept up to date
• Repetition: The delivery of/access to the content is continued or repeated
over time, both to reinforce the impact with a given audience and to reach
new generations
Multi-pronged
Approaches
• Health communication is always part of a larger
health promotion strategy
• Should be coupled with other interventions such
as policy change, improvements in health
delivery systems, etc
Health Education
Health Education
• Health education is a strategy for implementing health promotion and
disease prevention programs
• Health education provides learning experiences on health topics
• Health education strategies are tailored for their target population
• Health education presents information to target populations on particular
health topics, including the health benefits/threats they face, and provides
tools to build capacity and support behavior change in an appropriate
setting
How is Health Education Provided?
• Group Presentations
• Single sessions
• Multi-session workshops
• One-On-One Sessions
• Health Fairs
• Community Events
• Can be in person or online
Characteristics of Health Education Strategies
• Interactive sessions or activities where the population participates
• Completion of a community needs assessment to identify community
capacity, resources, priorities, and needs
• Planned learning activities that increase participants’ knowledge and skills
• Implementation of programs with an integrated, well-planned curriculum
and materials that take place in a setting convenient for participants
Characteristics of Health Education Strategies
• Presentation of information with audiovisual and computer-based
supports such as slides and projectors, videos, books, CDs, posters,
pictures, websites, or software programs
• Ensuring proficiency of program staff, through training, to maintain fidelity
to the program model
Policy, Systems, and
Environmental
Change
Policy, Systems,
and
Environmental
Change
• For health promotion and disease
prevention strategies to be successful,
policies, systems, and environments (PSE)
must be supportive of health
• PSE change strategies are designed to
promote healthy behaviors by making
healthy choices readily available and easily
accessible in the community
• PSE change strategies are designed with
sustainability in mind
Policy Change
• Policy is a tool for achieving health promotion and disease prevention
program goals
• Policy decisions are made by organizations, agencies, and stakeholders
• Policy approaches include legislative advocacy, fiscal measures, taxation,
and regulatory oversight
Examples of Health Promotion and
Disease Prevention Policy
Approaches
• Establishing policies for smoke-free zones and public events
• Establishing healthy food options in vending machines in public places
• Adding a tax to unhealthy food options
• Requiring the use of safety equipment in a work setting to avoid injury
Systems Change
• Systems change refers to a fundamental shift in the way
problems are solved
• Within an organization, systems change affects
organizational purpose, function, and connections by
addressing organizational culture, beliefs, relationships,
policies, and goals
Examples of Systems Change in Health
Promotion and Disease Prevention
• Developing plans for implementing new interventions and
processes
• Adapting or replicating a proven health promotion model
• Implementing new technologies
• Creating training or certification systems that align with
policies
Environmental Change
• Environmental change strategies involve changing the economic,
social, or physical surroundings or contexts that affect health
outcomes
• Environmental strategies address population health outcomes and
are best used in combination with other strategies
Examples of Environmental Strategies for
Health Promotion and Disease Prevention
• Increasing the number of parks, greenways, and trails in the
community
• Installing signs that promote use of walking and biking paths
• Increasing the availability of fresh, healthy foods in schools,
restaurants, and cafeterias
Considerations for Implementation
• Engage partners, stakeholders, and community members in the early stages of program
development.
• Understand the needs of the target population to identify appropriate PSE change strategies.
• Use health impact assessments to demonstrate the rationale for PSE changes.
• Assess individual and organizational readiness for change (e.g. using Stages of
Change/Transtheoretical Model)
Considerations for Implementation
• Provide education to the individuals (i.e., healthcare providers, administrators, or
teachers) and organizations (i.e., healthcare facilities, worksites, or schools) who
will be involved in implementing PSE changes
• Foster partnerships and coalitions to support broader reach and sustainability
• Ensure enforcement of new policies
Resources
• Adapted from Rural Health Information Hub with content from Unite for
Sight Health Communication Course and the World Health Organization
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