booklet 3 - health promotion

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what is health promotion

health promotion incorporates all measures deliberately designed to promote health and handle diseases

the aims of health promotion

1. prevent disease
2. reduce mortality rates
3. ensure people are well informed and able to make health choices
4. help people to acquire skills and confidence to take greater control over health
5. change policies and environments in order to facilitate healthy choices

medical approach

expert led approach aims to prevent ill health, focusing on immunisations and screenings. medical professionals try to control health problems in the populations often in response to government policies e.g. “catch the vaccine, not the flu” or breast/cervical screening

medical approach strengths

1. based on medically sound evidence so are convincing
2. expert led, doctors they can trust
3. shock factor that engages people
4. history of success eg smallpox vaccination programme
5. cost effective, preventive rather than curative

medical approach weaknesses

1. fear of side effects of immunisations
2. lack of trust due to controversies eg MMR link to autism
3. reinforces medicalisation of life and decency on medical professions
4. expensive to run eg equipment, vaccines and staff
5. target specific age groups

educational approach

provide information and knowledge so individuals can make informed choices about their health behaviour eg drug, alcohol and diet talks

educational approach strengths

1. delivered to a large group
2. allows people to make up their own mind
3. not imposing information
4. thoroughly researched by professionals
5. take leaflets away and read again

educational approach weaknesses

1. assumes target group can read and write
2. those with negative experiences in school may not respond well to this approach
3. difficult to know if learning has taken place
4. information only
5. doesn’t work if not wanted or others are bored

social change approach

acknowledges the importance of socio-economic conditions. top down approach with policy makers and health planners taking the lead eg simpler food labelling

social change approach strengths

1. desired behaviour is becoming more acceptable
2. reach a large group
3. people dont want to be seen as different In society
4. acknowledge impact of socio-economic determinants

social change approach weaknesses

1. people dislike being told what they should and shouldn’t do
2. need a large-scale approach which is expensive
3. specific skills and responses needed for it, which may not be available

fear arousal approach

gain the target audiences attention by providing them with frightening images or statistics in a bid to scare them into changing their behaviour eg images on cigarette boxes

fear arousal approach strengths

1. grabs attention
2. images may appeal to target group
3. promotes debate and discussion
4. scare people into taking positive action
5. memorable and have a lasting impact

fear arousal approach weaknesses

1. may be forgotten
2. images can cause anger or hurt
3. people may be resistant to message
4. frightens without explaining how they should behave
5. different effects on different people

behavioural change

encourages individuals to adopt healthier behaviours which are seen as the key to improved health. it views health as the property of the individual and assumes they can make real improvements by changes to lifestyle eg practice same sex

behavioural change strengths

1. encourages personal change
2. not imposed by others
3. appeals to the adult in people
4. sees health as the property of the individual
5. straightforward message to encourage sensible lifestyle choices

behavioural change weaknesses

1. behaviour is hard to change
2. difficult to measure if change has taken place
3. target audience is susceptible to outside influences
4. people dont like being told what to do
5. intentions may not be followed through or short term

be cancer aware campaign - background

cancer is a common condition with 1/3 people in their lifetime developing it. men are likely to get prostate, lung and bowel. women are likely to get breast, lung and bowel. the campaign has three phases:


1. talking to your doctor - the earlier the detection, easier to treat
2. lung cancer - more treatable when found earlier
3. breast cancer - encourage women to notice any unusual changes and get to the GP as 9/10 women survive if found and treated early

be cancer aware campaign - objectives

through TV and radio ads of statistics on survival rates, frightening images and survivor emotional stories they aim to:


1. create awareness
2. inform the public with symptoms, signs and severity
3. change behaviour by telling those to see GP asap

how individuals can take responsibility for their health -lifestyle choices

such as: healthy eating, exercising, limiting alcohol intake, avoiding drugs and smoking

how individuals can take responsibility for their health - accessing services

such as: regular checkups, responding to screening invitations, making appointments with GP when the signs begin and taking opportunities for health checks

how individuals can take responsibility for their health - self advocacy

individuals ability to effectively communicate, convey, negotiate or assert needs and concerns by making informed decisions and taking responsibility eg asking for referrals to specialists, second opinions, research on condition and discussing health needs