Transcript PPT 2b - Internal Environmental Factors and the effects on human

Starter – can you list as many health
campaigns linked to all forms of ‘health’
that you have noticed and understood.
 Can you list any people that you know
have acted on the advice and help from
health campaigns?
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Lesson objective – to understand how health agencies and voluntary organisations target specific
groups with information about health factors.
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Defining health is a
difficult task as it means
many different things to
people rather like
‘stress’ or ‘happiness’
does. We need
however, to understand
the meaning of ‘health’
as we use the word in
titles such as ‘health
visitor’, ‘healthy
education’ and ‘health
promotion’.
Several theories say that health can be
holistic, this means looking at the ‘whole
person’ and their lifestyle, such as:
being free from illness
living in decent accommodation and
not a poor neighbourhood
not suffering from stress
not having a chronic illness
spiritual in good health
emotionally in good fitness
personal health and hygiene is good
family health is good all round
social health is good all round
None has addictions in your family
 support from family, friends and
professional networks is good.
Lesson objective – to understand how health agencies and voluntary organisations target specific
groups with information about health factors.
The World Health Organisation (WHO), part of the United
Nations Organisation, was set up in 1948 and at the time
defined, ‘health’ as being ‘a state of complete physical,
mental and social swell-being and not merely the
absence of disease or infirmity.’ Later on criticisms about
the idealistic nature of ‘complete state of well0-being’ and
the unreal, implied view that health is static throughout
one’s lifespan, led to an expansion of this definition by
several groups and individuals in the mid 1980’s.
 Seedhouse (1986) proposed health ‘as a foundation for
achieving a person’s realistic potential’, whereas WHO
offered a revised concept of health as ‘the extent to which
an individual or group is able, on the one hand, to realise
aspirations and satisfy needs, and on the other hand, to
change or cope with the environment.’
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What do you think this means?
Lesson objective – to understand how health agencies and voluntary organisations target specific
groups with information about health factors.
More specifically, key factors that have been
found to influence whether we are healthy or
unhealthy include:
 Income and social status
 Social support networks
 Education and literacy
 Employment/working conditions
 Social environments
 Physical environments
 Personal health practices and coping skills
 Healthy child development
 Biology and genetics
 Health care services
 Gender
 Culture
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Lesson objective – to understand how health agencies and voluntary organisations target specific
groups with information about health factors.
One of the greatest barriers that many face is the attitude of certain
groups when monitoring peoples health. When people are unwell,
make poor lifestyle choices, the cost to government and the
‘department of health’ is large. Many lifestyle choices result in longterm illness and as a consequence people suffer from prejudice and
covert (indirect) discrimination.
 There is a great deal of misunderstanding and confusion surrounding
disabilities, mental illness, addiction, chronic illness, deprivation and
there is often a stigma attached to many of these illnesses,
especially in lower social class groups.
 Over the next three lessons, we are going to look at health
campaigns and who they are targeting. The umbrella term for this is
‘health promotion’. Therefore, this process describes a range of
activities to improve the health of individuals.
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Lesson objective – to learn how health agencies and voluntary organisations target specific groups with
information about health factors.
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What do you think a health promotion
campaign is trying to achieve, if
delivered in a school?
Lesson objective – to understand how health agencies and voluntary organisations target specific
groups with information about health factors.
If you think it is trying to educate you to be
more knowledgeable about issues relating
to healthy living, this is known as raising
health awareness.
 If you think it is trying to get people to
generally improve their fitness, this is known
as ‘education and behavioural’ health
promotions.
 If the health promotion is trying to improve
stop people from becoming ill, this is again
known as an educational approach.
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They are all interconnected – if you
inform a group of school leavers about
fitness and leisure time, this means you
are raising their awareness about health
issues, thereby improving fitness levels
and helping to prevent obesity, heart
disease and respiratory problems in later
life.
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Biomedical approach – looking at the images what
do you think is being promoted?
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Focuses on preventing disease or disability through
intervention by medical professionals. It is important when
using this model to have a group of lcients who act in
accordance with medical advice and the use of
preventative measures.
Example: at Nafferton Group Practice there are a large
number of people over 65+. The senior partner has sent letters
to all his clients over the age of 65 inviting them to have an
‘anti flu jab’ in October/Novmeber 2011.
Why is this?
Distribution o of leaflets and explaining the
dangers of all types of substance abuse,
talks on the dangers of smoking, and advice
on birth plans
This model emphasises information giving
promotion and better knowledge and
understanding of health matters. The
relevant, accurate information should be
delivered at the right level to an audience
capable of making informed decisions.
 What does this mean?
 Health promoters using this model will also
believe in the rights of individuals to choose
their own lifestyle.
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The behavioural aspect of this approach puts health firmly in the
hands of the individual rather than the expert.
 The downside of this approach is that it places the blame for a
poor lifestyle choice on the individual, especially if they are not
yet ready to make ‘healthy judgments' for other reasons such as
peer pressure, life stage, environment and low income.
 The educational approach assumes that the more a client knows
about the health issue, the more likely that he or she will adopt a
different way of thinking and behaving differently.
 This may take place with some clients and the resulting change
in behaviour may not be the desired one: for example,
information on the dangers associated with substance abuse
may result not in cessation of the habit but of a different
substance being abused. Many smokers are aware of the
dangers of smoking but continue to smoke or will change to
cigars or a pipe smoking.
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This model concentrates on trying to
change society rather than the
individual. Therefore, this encompasses
either national or local political decisions
ro change physical, social or economic
environments for the greater health of
society.
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The changes aim to place health promotion at the
heart of the NHS. This involves a big change in
attitude, among NHS staff and the public, in helping
people choose healthier lifestyles and giving them
greater control over their health. Some of the new
initiatives and services mentioned in the White Paper
include:
- Introduction of 'health trainers' to help people live a
more healthy lifestyle
- Expansion of school nursing services
- Smoke free workplaces and enclosed public places
by 2008
- Campaigns targeted at young people about the
dangers of unprotected sex
Normative needs - A public health need is established when
research repeatedly shows an increase or cluster of certain
diseases or health-adverse factors and if corrections are
deemed necessary.
 Felt need – these are needs which people feel, that is things we
want. For example, people might want their food to be free of
genetically modified (GM) products.
 Expressed need – a felt need which is voiced . For example, the
felt need to have GM – free food may become a public
debate, with pressure groups focusing on the issue.
 Comparative need – this arises from comparisons between
similar groups of people, where one group is in receipt of health
promotion activity and the other is not . Examples here might be
one school having a well-thought-out and planned Personal and
Social Health Education (PSHE) curriculum but another does not.
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Health care education has a
particular role in destigmatising
substance misusers.
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The costs of substance misuse
to the NHS are enormous, so it
makes economic as well as
clinical sense to invest in
greater emphasis on
addressing the issue, during
both undergraduate and
postgraduate training. Until this
happens, health services will
help to perpetuate stigma
rather than take the lead in
reducing it.
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Drugs Awareness Campaign
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http://www.patient.co.uk/s
howdoc/16#alc
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From analysing over 20 years of work and research in the field of Drug
Education, the following principles and components are recommended for
effectiveness:
Programmes should:
Enhance protective factors and reverse or reduce risk factors. [Protective
factors are those associated with reduced potential for drug use. Risk factors
are those that make the potential for drug use more likely.]
Address all forms of drug abuse, alone or in combination, including the
underage use of legal drugs (e.g., tobacco or alcohol); the use of illegal
drugs; and the inappropriate use of legally obtained substances (e.g.,
inhalants), prescription medications, or over-the-counter drugs.
Include a strong family-based component (in addition to the school-based
component) to enhance family bonding and relationships and include
parenting skills; practice in developing, discussing, and enforcing family
policies on substance abuse; and training in drug education and information.
Start early in a child’s life (at pre-school) to address health issues and risk
factors for drug use and be long-term and ongoing through children’s school
years.
Have a targeted programme for key transition times such as transition to
secondary school.
Involve schools, having Head Teachers and teachers committed to
programmes and providing follow-up work and reinforcement of programme
objectives.
Involve the entire community.
Involve press/media to support drug education aims (through campaigns,
advertisements, etc).
Use interactive teaching techniques for active involvement in learning, such
as discussion, decision making and role play.
Include general life skills training and training in skills to resist drugs when
offered, strengthen personal attitudes and commitments against drug use,
and increase social competency (e.g., in communications, peer
relationships, self-efficacy, and assertiveness).
Be age-specific, developmentally appropriate, and culturally sensitive.
http://www.lifeeducation.org.uk/newsletter/newsindex.php?action=publi
carticle&id=392
http://www.patient.co.uk/showdoc/16#alc
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Lesson objective – to understand how health agencies and voluntary organisations target specific
groups with information about health factors.
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Lesson objective – to understand how health agencies and voluntary organisations target specific
groups with information about health factors.
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Lesson objective – to understand how health agencies and voluntary organisations target specific
groups with information about health factors.
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(http://www.talktofrank.com/) supports the Drug Strategy's
objective of preventing young people from becoming problem
drug users, by aiming to provide credible and accurate drugs
information to young people, parents and carers through a
variety of different media (including by phone, online and by
paper materials).
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It also aims to support stakeholders across the country by
supporting local activities and providing information. It was
launched in May 2003 achieving widespread media coverage.
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Adverts on the television and radio, posters and other campaign
materials were used to raise awareness of the resource and to
reach as many people as possible. In its first year, 1.5 million
people logged onto FRANK's website, and over 400,000 calls
were received to its helpline. Parents and young people are
accessing FRANK, and 73% of stakeholders believe that the
service does not need improvement.
Working in groups
of two  You are requested
to research two
campaigns that
focus on
biomedical,
educational,
behavioural or
societal
approaches to
health care.
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Task list –
1. Either research leaflets,
Internet or books and
magazines.
2. Focus on the target groups
3. Focus on the health care
campaign
4. What type of media tactics is
the campaign using?
5. What type of imagery?
6. Is there any data to advice
weather the campaign is
working?
7. Put a display together of
your findings
8. And evaluate how effective
you think the campaign is.
Lesson objective – to understand how health agencies and voluntary organisations target specific groups with
information about health factors using BIOMEDICAL. EDUCATIONAL/BEHAVIOURAL AND SOCIETAL
APPROACHES
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The National Cancer Institute and the Centers for Disease Control and
Prevention define Health Communications as:
The study and use of communication strategies to inform and influence
individual and community decisions that enhance health.
Research and evaluation of ongoing health communications programs
have affirmed the value of using specific communication strategies to
promote health and prevent disease. 1 Effective strategies combine
theories, frameworks, and approaches from behavioral sciences,
communication, social marketing, and health education. 2
Health communication can take many forms, both written and verbal.
Essential to any effective health communication effort is strategic
planning. All strategic communication planning involves some variation
on these steps:
Identify the health problem and determine whether communication
should be part of the intervention
Identify the audience for the communication program and determine
the best ways to reach them
Develop and test communication concepts, messages, and materials
with representatives of the target audiences
Implement the health communication program based on results of the
testing
Assess how effectively the messages reached the target audience and
modify the communication program if necessary
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Effective health communication campaigns use various methods
to reach intended audiences:
Media Literacy—teaches intended audiences (often youth) to
analyze media messages to identify the sponsors motives; also
teaches communicators how to create messages geared to the
intended audience's point of view
Media Advocacy—through influencing the mass medias
selection of topics and shaping the debate on these issues,
seeks to change the social and political environment in which
decisions on health and health resources are made
Advertising—places paid or public service messages in the
media or in public spaces to increase awareness of and support
for a product, service, or behavior
Entertainment Education—seeks to include health-promoting
messages and storylines into entertainment and news programs
or to eliminate messages that counter health messages; can also
include seeking entertainment industry support for a health issue
How effective
are media
health
campaigns ?
Middle-class women are
increasingly using alcohol to
counteract dissatisfaction
with their lives
Binge? You bet!
A new study says loads of middle-class women binge drink. No kidding.
Yes, we binge drink. That's because we are so busy juggling everything, and so irritated that we have to do so much more
than the men in our lives, that when we do get a night off, we want to make the most of it, and blow the hangover the next
morning.
In fact, if bingeing means doing something for a short time, in an extreme way, then I binge pretty much everything that is to
do with me, rather than my kids and husband.
I binge smoke (when binge-drinking with like-minded friends - never in front of the kids, obviously, or anyone who
disapproves). Yes, I know it's stupidly bad for me but it's fun and reminds me of what life was like when I was nearly 30, rather
than nearly 40.
I binge work - sitting down at the computer sometimes at 10pm to start something that won't be finished til 3am because I
simply haven't had time to do it during normal working hours.
I binge sleep - if my mum and dad take the kids for a weekend, I sleep for 12-hour stretches, presumably making up for the
fact that I rarely get more than three or four hours at a time usually, thanks to one of my kids having a bad dream or needing
the loo, or some such.
And I binge trying to look good - suddenly deciding my daily dog walk should become a run, and then after two weeks
deciding I've had enough of that. Likewise, when my roots are really showing and I realise I have neglected my appearance
for two months and am on the verge of totally letting it go, I book a whole afternoon at the local salon and get my hair done
at the same time as my pedicure and waxing, resolve to come back in four weeks, but never do.
Simon O ‘Rouke says
An "uncompromising" campaign is under way that aims
to dampen people's enthusiasm for soaking up the sun.
Blame and guilt are key facets of the television and radio
messages, with the parents of pre-teen children the
target.
But the Health Sponsorship Council is making no
apologies for the tone of the advertisements, pointing out
that skin cancer is the most common form of cancer in
New Zealand.
Spokesman Wayde Beckman said most parents of today
would relate well to the images, which were likely to
bring back memories of their own childhood
experiences.
Leona says of the campaign: ‘I’m proud to be supporting
Teenage Cancer Trust’s Shunburn campaign. TCT is a
charity that I hold very close to my heart and this
campaign is so important because young people really
need to know how to stay safe in the sun. I want to
encourage teenagers to realise that whether you’re in the
UK or abroad, it’s vital to cover up and use a sun cream
with an SPF of 30 or above. It’s time to respect your skin!’
Research shows that one of the main reasons young
people get burnt is because they simply forget to put on
suncream. With the help of free SMS text messages from
the TCT, we can stop this happening.
Cancer Research UK’s SunSmart campaign is encouraging
festival goers to enjoy the sun safely this summer.
Protect yourself from sunburn – cover up, relax in the shade
and don’t forget to apply at least SPF 15 sunscreen, even in
the UK.
Outcomes: The campaign achieved high recall. It prompted some parents to improve their children’s sun protection.
The others, who felt they were already protecting their children enough, agreed it was a useful reminder.
Relevance: This campaign highlights on how to best communicate sun safety messages to parents and caregivers of
8 to 12 year olds.
http://www.drdonnica.com/celebrities
/index-001.htm
The World Health Organisation predicts that by 2020
depression will be the world's most disabling condition,
above cancer and AIDS. One in five people will
experience depression at some point in their lives, and it
underscores most mental illness. Suprisingly, we still do not
know what causes the condition and therefore treatments
and therapies vary.
2011 marks a significant milestone in SANE's history - our
25th anniversary. Our focus, as ever, remains very firmly
dedicated toward helping anyone affected by mental
illness.
SANE has launched the Black Dog campaign to increase
awareness and understanding of depression and other
mental illness, to stimulate research, bring about more
effective treatments, and encourage people to seek help.
Download the campaign brochure.
Get on Board – Southern Ireland – Metal Health campaign your young
people
http://www.youtube.com/watch?v=YZ4_WJwUbFE
Man Drinking Fat. NYC Health Anti-Soda Ad. Are You Pouring on the Pounds?
http://www.youtube.com/watch?v=-F4t8zL6F0c
Time to Change Campaign
http://www.youtube.com/watch?v=aIArbJULkPA&NR=1
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You are requested to
research a campaign
that has been
targeted in a
celebrity/educational
approach linked to
breast cancer.
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You are requested to
research passive
smoking in public
places and why it
was necessary to
adopt a societal
health campaign for
this health problem.
Health
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To decide whether a
model affects
society, individuals or
groups revisit your
notes.
What it means to be
healthy for different
people
AIMS
Raising awareness
Improving fitness
Preventing ill health
APPROACHES
Biomedical approach
Educational/behavioural
Societal approach
Health Promotion
If society has been
affected by the
approach then it is the
societal approach.
 When the improved
health is likely to arise  When information has
been dispatched to
from medical
individuals to persuade
intervention (using
the recipients to change
scientific methods) to
to healthier lifestyles,
large numbers of
then it is the
people then the
educational/behavioural
biomedical approach
approach.
is being used.
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