Health Promotion Assignment PDF

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It looks at the different forms of health promotions available ...

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Health Promotion There are five main approaches in health promotion, these being Medical, Behavioural change, Educational, Client centred and Societal change

Each of these approaches have a similar purpose and to help prevent disease. They are designed to give individuals all the information needed to make an informed choice regarding their health and well-being. They help individuals gain knowledge and confidence where needed so that they can have a bigger control over their own health. They can also be used to change policies, public perceptions and environments so individuals and communities are able to make healthy choices and lead healthier lives.

All the approaches in health promotion have set guideline to follow. These guidelines state what measures are expected and when. These guidelines are broken down into stages of prevention.

The first of these measures is primary prevention, whereby there is an attempt to prevent and limit disease and illness by encouraging people to stop indulging in harmful habits such as smoking and drinking for example and/or offer immunisation programmes that enable the body to build antibodies to fight certain diseases.

The second being prevention – this is where a person has been diagnosed with an illness such as cancer and how the condition is monitored and treated to avoid it becoming worse. This is where screening comes into play, such as breast screening for breast cancer.

The last being the tertiary prevention – this is where an individual with a condition or illness is offered services to alleviate any further suffering or disabilities. Services such as rehabilitation, patient education and palliative care is offered.

The medical approach aims to reduce illness and early death within individuals. Although aimed throughout the community, the main target group is individuals who are at high risk of illness and early death. The approach encourages early medical intervention, so ill health can be treated before it becomes life threatening to a person or even a community. 1 Yvonne Widdison

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The behaviour change approach aims to help individuals alter the way they live. It encourages individual to implement healthy changes within their daily life. Changes such as improving diet and taking regular exercise. This is giving individuals choices. The healthy choices can improve a person’s life, or if they choose not to change then shorten their life span. This type of approach involves invoking a change in attitude, followed by a change in behaviour.

The educational approach aims to give individuals information to make sure they have all the facts regarding health issues and these facts are understood in order for them to make choices regarding their personal health and well-being. Individual are presented with information and encouraged to make their own lifestyle decisions with help and support should it be needed. It also helps a person carry out their decisions by referring the individual to other services which may help them reach their overall goal. The educational approach is responsible for raising issues with individuals about their health and advising them what action is in their best interest. It respects the individual’s choices when it comes down to health issues.

The aim of the client-centred approach is to work alongside individuals who want help by aiding them to recognise issues within health and to make decisions and choices that will be in their best interest. The health promotors role within this area is to help individuals access services and support should they need it to gain the knowledge and skills needed to make changes. The aim is that the client is in full control over the future of their health.

The social change approach aims to make changes on the physical, social and economic environment to enable everyone to achieve good health. The focus is to make changes in society rather than making individuals’ change the way they behave.

Many approaches try to prevent disease and ill health within a person but the medical approach treats ill-health once it occurs, trying to ensure that ill-health does not increase, but the behavioural and educational approach looks at educating individuals’, so ill-health doesn’t occur. If it should, it is educating an individual to make changes to their lifestyle, so the impact of illness is kept to a minimum. This is where the client-centre approach comes into play as each person is different and what suits one person won’t suit another, for example 2 Yvonne Widdison

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expecting a paraplegic to part-take in a run is being unrealistic, but that person could choose other options to improve his or her lifestyle, such as eating healthily. The medical approach looks at researching and preventing illness by offering immunisation programmes and screening for certain diseases. which could cause conditions such as blindness or even early death. Because of immunisation programmes, childhood illness such as measles were kept to a low number but over recent years cases have increased as fewer are participating in the programmes (Public Health England 2019). This could be through fear of adverse reactions which have been exaggerated through social media. Breast screening can detect breast cancer early on and because of this early detection breast cancer (Gov.UK 2019) and other similar illnesses can be treated before they become life threatening. The behavioural approach and the educational approach will educate people to make healthier lifestyle choices. These choices could include stopping smoking or adopting a healthier diet should a person be classed as obese, so the risk of contracting certain health conditions such as cancer will be minimalised, or the symptoms of the disease/condition will be alleviated. The clientcentred approach will educate and support a client in making changes that are personally tailored to their needs.

The medical approach is known to use shock tactics to get a person to change their lifestyle choices, whereby the behavioural approach shows a gentler slant by offering individuals information and advice and open a conversation, encouraging the client to come and talk about healthy lifestyle choices at any time. The medical approach promotes early medical intervention when ill-health occurs, but the behavioural approach tries to prevent ill health occurring by getting individuals to change the way they behave and helping them make improvements to their lifestyle. These changes could be, adopting healthier eating habits, exercising more, or stopping smoking or limiting the consumption of alcohol, changing things that could increase the possibility of developing an illness.

The social change approach is the only one that does not look at individual’s behaviours. It looks at changes within society that will have an overall impact on a person health and wellbeing. These changes include such things as it being made law for all to wear seatbelts when travelling by vehicle (gov.uk 2019) therefore reducing the seriousness of injuries or even death in accidents with the resultant effect of reducing hospitalisation and the level of medical attentions required by victims. Another example of this is stopping smoking in

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communal places whereby smoking maybe reduced in participants and passive smoking reduced in non-smokers and children.

All of the approaches use mass media to deliver their message about the importance of a good healthy lifestyle and the benefits of good health, as well as the risks associated with poor health choices. This is achieved by broadcasting on radio, television, and newspaper articles. These initiatives are always sponsored or promoted by central government, probably via such organisations as the NHS, Public Health England and World Health Organisation.

In 2005-6 the government spent more than £30 million on advertisements encouraging people to stop smoking, £4.4 million on alcohol control and almost £1 million on 'five a day' campaigns (Hansard 2007). The Government recently launched a marketing program of £75 million to encourage children to exercise and eat healthily (HM Government 2008). The National Institute for Health and Clinical Excellence (NICE) systematic review showed the effectiveness of mass media campaigns for changing smoking, smoking intentions, and preventing young people from smoking (Cancer Care Research Centre et al. 2006). NICE has found good evidence that self-help materials reduced smoking rates, even if the impact was likely to be small, relative to no interventions. If other treatments such as medication and nicotine replacement therapy were used, there was no additional benefit from self-help resources. Proof has also been found that the mass media can improve physical activity and promote healthy eating. (Wakefield M, et al 2014)

When information is used as part of a multifaceted intervention the impact is greater (although clearly so is the cost) (Tones et al 1990). A research study of programs encouraging healthy behaviour in low-income groups found it was successful in encouraging healthy eating and exercise by integrating knowledge access with goal setting (Miche et al 2008). A systematic review carried out for NICE found some good evidence that smoking prevalence was reduced by media campaigns combined with tobacco-control programs (Cancer Care Centre et al 2006)

Awareness clearly plays an important role in shaping actions such as smoking, substance usage, diet, physical activity, and sexual behaviour. There are examples of successful advertisements with targeted messaging designed to catch a specific group's attention. Effective promotions should come from trusted sources, include material which catches the 4 Yvonne Widdison

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interest of the target audience, and includes, where necessary, social norms. Formative research is needed to choose a source, message and delivery platform that is appropriate for the target audience. High levels of exposure and commitment to the advertisement will enhance their impact.

As all the models use some form of advertisement to some extent. It helps with the promotion of good health and wellbeing.

The British Heart foundation state their aim is to have a world free from the fear of heart and circulatory disease (2014). The purpose of the British Heart Foundation is to raise money as a charity to fund research into heart and circulatory disease and to educate individuals and families of the risks associated with certain lifestyles that could increase the risk of developing cardiovascular diseases like strokes and heart attacks.

The British Heart Foundation aims to give individuals the option to make healthy choices in areas like physical activity, the amount they smoke, preventing high blood pressure and cholesterol levels, reducing obesity in order to reduce that individual’s risk of developing cardiovascular disease. They aim to work with people and communities who are at high risk of cardiovascular disease and they support environmental factors that affect the cardiovascular health of a person.

Their objective is to save more lives by 2020 by training more people in the art of CPR. They intend to fund research to make medical advances that can transform and save lives and to provide support networks for hundreds of people who are affected by cardiovascular disease and their families. The British Heart Foundation has made many medical advancements, once life-threatening conditions are now manageable, or even curable. ACE inhibitors have prevented 1 death in every 18 heart attacks (British Heart Foundation 2019), when given days after a heart attack in patients suffering from heart failure. This gives the patient a better chance of recovery.

But recently it extended its research from just the heart to all cardiovascular and circulatory diseases as through research has its been proven to be linked one way or another. Through

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this research, they were able to find causes of inherited diseases through genetic testing and in some cases such as hypertrophic cardiomyopathy, one prevention being a heart transplant.

In the 1970s a surgical technique was introduced to correct defects in the hearts of children, for example, blood vessels attached to the wrong chambers in the heart. They were able to map the anatomy of these defects to avoid electrical circuit disruption. Research were funded to develop a better technique to replace heart valves, this was a tube inserted into a blood vessel in the groin.

In 1990s a family heart study was conducted which discovered over 50 genes that were responsible for contributing to heart disease. This could hold the key to new vital prevention or treatment of a person suffering from cardiovascular disease.

In the treatment of heart disease and diabetes new methods are now being developed to repair blood vessels. Professor Plein is now looking at heart images of people with diabetes to try and understand and decide the best course of treatment the patient may require. (British Heart Foundation 2014)

Overall the British Heart Foundation has been responsible partly due to funding, the understanding of the heart and heart procedures. This has enabled them to do extensive research into areas that affect the health of the heart and circulatory system in aiding a person in making choices that affect his or her own health. So, over the many years, the British Heart Foundation has made a great impact on those with heart and circulatory disease and the wider communities.

It offers individuals the choices and information around cardiovascular and circulatory disease in a hope that they choose the lifestyle option that will prevent early death but this is only as effective as individual wants it to be, as each person has that opinion ‘it won’t happen to me’ attitude until it does, then they decide to make changes. They use media to broadcast their message to try and educate all in healthy matters, but it is down to the individual what course of action they want to take and when.

Whereas the World Health Organization is based globally, the others are based mainly in England. Even though public health England do share any information that may help other 6 Yvonne Widdison

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countries improve their residents’ lives, like a breakthrough in treatments to prevent illness. All the organisations have a role to play in promoting health and wellbeing, but the WHO is the only one that does it on a global scale. WHO tackles world illness caused by poverty, famine, and hygiene, whereas the others only look at the care of those individuals with our country who suffer poverty, starvation and hygiene issues? Yes, we have homeless people that live in tents. But they have people who are dying through drinking dirty water, that has been urinated in by animals and this is something this country does not see. This country has a National Health Service where treatment is free, other countries have to pay for any medical intervention through insurances and if they do not have insurance then medical treatment is denied. But the services that the Public Health England, CQC, and the NHS offer are just as good health-wise as WHO, but they are based on a smaller scale. If care homes, doctors, and hospitals weren’t monitored then the care standard that has become norm would not be in place and individuals’ health would suffer as a consequence.

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