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Health Promotion: key concepts

Introduction
Health promotion is a cross cutting component
required in all health and health related programmes
To be successful is should be regarded as an integral
and essential component of the programmes
Broad determinant of health underlie the double
burden of both communicable and noncommunicable diseases in the region
Health promotion is key in addressing these
determinants and having an impact

What is health
promotion?

Health Promotion: Definition


The process of enabling people to increase
control over the determinants of health and
thereby improve their health
a comprehensive social and political process
A set of tools for health action
Means of increasing individual and collective
participation in health action.

Key outcomes of HP implementation


Increased awareness about the determinants
of health and appropriate responses
Enhanced healthy personal behaviour,
Building and or strengthening appropriate
knowledge, skills and attitudes for disease
prevention and health action,
Sustainable community (group) actions for
health,
Healthy public policies, legislation, regulations
and institutional practices.

HP facilitates the integrative


use of various approaches
and methods in health
action.

Health promotion

Policy

Curative
care

Legislation

IEC

Advocacy

BCC

Social Mobilization

Mediation

Social Marketing
H. Education

Lobbying

HP FACILITATES THE INTEGRATIVE USE OF VARIOUS


APPROACHES AND METHODS IN HEALTH ACTION.
Curative care

IEC: Information Education and Communication.


BCC: Behavioral change communication
Social Mobilization
Social Marketing
H. Education
Lobbying and Mediation
Advocacy and Policy
Legislation and Legislation

Behavioral Change Communication


Strategic communication designed to
achieve specific behavioural changes;
This is done thro use of principles and
methods of community based research,
social marketing, behavioural analysis,
anthropology;
Overlaps with other methods of health
education.

Social marketing
Use of marketing approaches to promote
a behavior or product that are socially
beneficial;
Combine education and provision of
products, services;
Commonly applied to promote nets
(Malaria), condoms (HIV);
There is branding of products.

Social mobilization
Process/strategy that enlists support
and active involvement of many
players in achieving desired goals.
May involve:
Transmission of information
Publicity and use of mass media
Offering support

Information Education Communication


(IEC)
Interventions that aim at achieving
behavioral changes using communication
technologies:
Print media
TV
Radio
Interpersonal communication

Health Education
According to Green (1980),
Health Education is any combination of
learning experiences designed to facilitate
voluntary adaptation of behaviour conducive
to health
Voluntary informed behaviour change

Advocacy
Advocacy means to speak up, to plead the
case of another, or to champion a cause.
Advocacy for health refers to a combination of
individual and social actions designed to gain
political commitment, policy support, social
acceptance, and systems support for a
particular health program or goal.

Lobbying
Lobbying - communication of ones interests
to a carefully chosen person, with the aim of
influencing decision making.
The objective is to have the legislation one
supports passed, or the legislation one
opposes defeated or modified.

Mediation is the process through which the


different interests (personal, social and
economic) of individuals and communities as
well as different sectors (public and private)
Mediation
are reconciled in ways that promote and
protect health.
Mediating between differing interests in
society for the pursuit of health.

Policy and legislation


Policy is a principle or a rule to guide decisions
and achieve rational outcomes.
Statement of intent or a commitment
Legislation is law which has been enacted (
statutory law)

For further reading


The Ottawa Charter on Health Promotion
Developed during the first International
Conference on Health Promotion, Ottawa, 21
November 1986
The is a CHARTER for action to achieve Health for
All by the year 2000 and beyond.

Critical reflection on the Ottawa Charter


http://www.iuhpe.org/upload/File/PE_Ottawa_07a.pdf

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