Individual Health

Promotion Program
 Defining health promotion program

“The process of enabling people to increase control over, and to

improve, their health. It moves beyond a focus on individual behavior
towards a wide range of social and environmental interventions.”
-World Health Organization
• Health promotion involves action:
• to inform people of what they could do to stay healthy  
• to address the things in the community that influence health and
wellbeing the most, so that these can be supported.
• Health promotion:
• Enables people to increase control over and improve their health
• Involves the population as a whole in the context of their everyday
lives
• Activities are geared toward promoting health and preventing ill-
health rather than focusing on people at risk for specific diseases.
• What are the strategies for success?
• The five strategies set out for Health Promotion are essential for
success:
• build healthy public policy
• create supportive environments
• strengthen community action
• develop personal skills
• reorient health services.
AIM AND OBJECTIVES OF INDIVIDUAL HEALTH
PROMOTION PROGRAM
AIM OF INDIVIDUAL HEALTH PROMOTION
PRORAM
• Health promotion programs aim to engage and empower individuals
to choose healthy behaviors, and make changes that reduce the risk
of developing chronic diseases and other morbidities.
OBJECTIVES OF INDIVIDUAL HEALTH
PROMOTION PROGRAM
• Disseminate concepts sound health knowledge in the individuals.
• Enable people to identify their health problems and needs.
• Help people in solving their health problems using their potential.
• Build normal health trends.
• Establish proper health behavior and the wrong change to true
healthy behavior.
OBJECTIVES OF INDIVIDUAL HEALTH
PROMOTION PROGRAM
• Improve the health of the individual and community level.
• Reduce the incidence of disease.
• Reduction of disabilities and deaths.
• Improve the quality of life for the individual and society
Social Determinants of Health
Determinants of Health

• Determinants of health are a range of factors that influence the

health status of individuals or populations. At every stage of life,
health is determined by complex interactions between social and
economic factors, the physical environment and individual behavior
• According to World Health Organization (WHO), many factors
combine together to affect the health of individuals and communities.
Whether people are healthy or not, is determined by their
circumstances and environment. To a large extent, factors such as
where we live, the state of our environment, genetics, our income
and education level, and our relationships with friends and family all
have considerable impacts on health.
Main Factors

1-The social and economic environment.

2-The physical environment.
3-The person’s individual characteristics and behaviors.
All of the determinants of health come under these mentioned
umbrella terms. When we talk in detail about determinants of health, it
includes:
Income and social status
Education
Physical environment
Social support networks
Genetics
Health services
Gender
Availability of resources
Transport
Culture/ Social norms and attitudes
Access to mass media
Issues and Challenges in Pakistan

Five action areas addressing the social determinants of Health in

Pakistan call for:
•Improved governance for health and development.
•Promote participation in policy-making and implementation.
•Reorient the health sector towards promoting health and reducing
health inequities.
•Strengthen global as well country wise governance and improve
collaboration.
•Monitor progress and increase accountability
Social Activities of health Promotion
• Health Communication
• Education
• Policy , systems and environment change
Health Communication

• The use of communication strategies to inform and influence

individual decisions that enhance health.
• The goal is to raise awareness about healthy behaviors for the general
public.
• Communication strategies include public service announcements,
health fairs, mass media campaigns, and newsletters.
• In Pakistan Calcium awareness advertisement is running all over our
TV entertainment channels.
Education

• Health education provides learning experiences on health topics.

• It 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.
• Examples of health education strategies include courses, trainings,
support groups, workshop and seminars.
Policy and System change

• Policy decisions are made by organizations, agencies, and

stakeholders.
• Policy approaches include legislative advocacy, certain measures,
taxation, and regulatory oversight.
• Systems change refers to a fundamental shift in the way problems are
solved
• Examples includes Establishing policies for smoke-free zones in public
events, Adding a tax to unhealthy food options
• Walk ways in cafes and malls for people with disability (wheelchair
way).
Environmental Change

• Environmental change strategies involve changing the economic,

social, or physical surroundings or contexts that affect health
outcomes.
• Examples of environmental strategies includes Increasing the number
of parks, greenways, and trails in the community
• Increasing the availability of fresh, healthy foods in schools,
restaurants, and cafeterias
Behavioral Interventions
Health belief Model
Example

• If we apply this model to make women who are of age 40 years or

above to go for mammogram who might be at risk of breast cancer.
The model would suggest the following set of beliefs and behaviors.
1. Perceived Susceptibity: Chances of getting a breast cancer are high
2. Perceived Severity: My life would be in danger if I had a breast
cancer .
3. Perceived Benefits: Getting a mammogram has bought me peace of
mind
4. Perceived Barriers: Getting a mammogram is embarrassing
5. Cues to action: Hearing about breast cancer in news makes me think
about getting a mammogram
6. Self-efficacy: I will arrange an appointment for a mammogram
Stages-of-Change Model

• The transtheoretical model of behaviour change was originally

developed by Prochaska and DiClemente (1982)
• Model of behaviour change based on the following stages:
1. Pre-contemplation: not intending to make any changes.
2. Contemplation: considering a change.
3. Preparation: making small changes.
4.Action: actively engaging in a new behaviour.
5. Maintenance: sustaining the change over time.
Example

• If applied to smoking cessation, the model would suggest the following

set of beliefs and behaviours at the different stages:
1. Pre-contemplation: ‘I am happy being a smoker and intend to continue
smoking’.
2 .Contemplation: ‘I have been coughing a lot recently, perhaps I should
think about stopping smoking’.
3. Preparation: ‘I will stop going to the pub and will buy lower tar
cigarettes’.
4. Action: ‘I have stopped smoking’.
5. Maintenance: ‘I have stopped smoking for four months now’.
Instructional strategies

1. Pre-contemplation: Educate on risk factors v/s benefits and positive

outcome related to change.
2. Contemplation: Identify barriers and misconceptions, addresses
concerns identify support system
3. Preparation: Develop realistic goals and timeline for change
4. Action: Provide positive reinforcement.
5. Maintenance: Provide encouragement and support.
Theory of Reasoned action and Planned
behavior
• Theory of reasoned action (TRA) was introduced by Martin Fishbein
to explain the relationship between attitudes and behavior in 1960.

• TRA was extensively studied with health behaviors and interventions

• 1990s: An extension of TRA, the theory of planned behavior (TPB), is
introduced in 1990.
Assumptions

• It assumes that people are rational and also it distinguishes

between an attitude toward an object and an attitude toward
behavior, for example, the object of breast cancer versus the
behavior of seeking mammography
Is this an attitude?
What is Attitude

• An attitude is basically an evaulative judgment about a stimulus

object ( a thing . Concept and a behavior)
• The degree to which a person has favorable or unfavorable appraisal
of a behavior. Attitude may changes from a person to person.
Perceived Behavioral Control

The main difference between TRA and TPB is the Perceived behvioral
control,
It’s a combination of;
1. Self-efficacy
2. controlability
Effectiveness of TPB

• TPB is held to be a complete theory of behavior its good at predicting

behaviors.
In Leisure Activities

• Ajzen and Driver provide evidence for;

• Boating
• Beaching
• Climbing
• Biking
• The three main factors contributed to prediction of intention to
engage in these activities
Criticism

• Do not consider personality-related factors, cultural factors, and

demographic variables that also shape behavior
Skill building activities

• Choose a health behavior.

• Diagrammatically draw how you would apply TRA to modify that
behavior.
• Neatly word process your diagram using software of your
choice
Conclusion

• Individual health promotion programs are very helpful in creating

awareness among people .
• It influence people to change their decisions related to health.
• The strategies used in this program is very effective in creating
change in individual level as well as in community level.