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Health promotion campaigns
Health Professional Essentials (PHAR 1008)
University of South Australia
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Health promotion campaign
Aka. Mass media campaigns, health communications/public health campaigns - Changing knowledge - Increasing awareness and improving attitudes - Ultimately goal is to change behaviour and improve health
Directly - invoke emotional response - strengthen individuals resolve to change behaviour
Indirectly - set agenda - change public opinions about health
e. of Australian health campaigns - skin cancer: slip, slop, slap - HIV: grim reaper - Anti-tobacco: very cigarette is causing you damage
Elements of effective campaign - Good understanding of target audience - Message must undergo thorough testing to make sure it’s understood, persuasive and not causing unintended harm - Sustained exposure o Broadcast for weeks or months - Operate through multiple channels to reach wide audience o Print media, TV, billboards, buses, online enviro (fb, ig, sc) - Call to action o E. visit website, GP, call helpline, turn up to health service
Examples of campaigns around the world - New South Wales Roads and Traffic Authority’s anti-speeding “Speeding: No One Thinks Big of You” campaign (Australia) o Targets young male drivers, showing young women and other young men waving their ‘pinkies’ o Plays to the concept that young male drivers speed to compensate for the size of their manhood. o 2007-2009: aired on television, radio, print, and billboard o Around 75% of Australian male drivers reporting that the campaign had encouraged them to observe the speed limits - The Real Bears (United States) o Online social media video features a polar bear family and a song by a popular US singer Jason Mraz to increase awareness about the health effects of sugary drinks o Statistics from The Lancet, the Surgeon General’s Report on Oral Health, and the Centers for Disease Control - The most satisfying video ever (Australia) o Cancer Council and partner agencies bring attention to the harmful effects of sugary drinks, using repulsive images to convey the key points
- We are unbeatable (UK) o 15 health and social care charities aim to support mid-older adults with chronic conditions to find ways to get active safely during the pandemic o Rather than discouraging unhealthy behaviours such as sit less or do not drink sugary drinks, the campaign encourages positive behaviour – physical activity
Need a combination of health initiatives to support long-term behavioural change Ottawa charter for health promotion 1. Build healthy public policy 2. Create supportive environments 3. Strengthen community action 4. Develop personal skills 5. Reorient health services
Australia tobacco prevention and control program
Healthy public policy
Introducing regulations and legislations such as plain packaging of tobacco products, labelling tobacco products with graphic health warnings, prohibiting tobacco advertising, sponsorship and promotion, tobacco excise tax Creating healthy settings
Creating smoke-free places such as restaurants, pubs, workplaces, all indoor places and even some outdoor public spaces Community participation and engagement
Working with citizens and vulnerable communities in designing tobacco campaigns, identifying culturally-appropriate campaign messages to support smoking cessation and preventing uptake Developing personal skills
Providing support for smokers to quit, e., free Quitline services
Reorienting health services
Training frontline health professionals, including GPs, in supporting patients to quit
Health promotion campaigns
Course: Health Professional Essentials (PHAR 1008)
University: University of South Australia
