This installment focuses on developing effective public health media campaigns. This news item is the tenth in a part series on public health communication. Developing a public health media campaign is no small task. It requires planningcreativity, an understanding of health behavior theory, and substantial monetary resources.
Essay on Health Behaviour Psychology How two named models of health behaviour have been successful at predicting health behaviour There has, in recent years, been an increasing onus on prevention of disease, health promotion and the importance of campaigns designed to facilitate such notions Becker and Rosenstock, The document makes it clear that, not only is health behaviour a major facet of Governmental thinking but it also features prominently in the psychology of the general public: Millions of busy people are trying to fit more exercise into their lives.
Millions of parents are looking for cheap and convenient ways to provide good food for their children. That strong desire by millions of individuals in England to change to a healthier way of life is an opportunity. All of these could, it was thought, be highly effectively prevented through suitable health promotion and the alteration of behaviour.
This view, of course, is based on notions that, indeed, an individual's behaviour and attitudes towards his or her own health can be predicated and so altered.
In this essay I would like to look at two of the main models of health behaviour and examine their aetiology, efficacy and influence on health and social policy in the last twenty years. The two models I have chosen to look at are the Health Belief Model HBM and the Theory of Planned Behaviour TPB which, I think, represent not only the most straightforward and consistent theoretical frameworks of health psychology but also feature highly in any formation of policy and Governmental decision making.
However, it was through the work of Becker, and Rosenstock, that it was fully conceptualised and, from there, applied to not only health psychology but health practice. The HBM is centred around five basic assumptions: From these factors, it is thought, an individual's behaviour towards their own health can be predicted and so legislated for.
As Brannon and Feist asserts this model equates, in some sense at least, to common sense: It has the benefit of being, firstly easy to calibrate and, secondly easy to act upon. It is easy to see the attraction of a model that espouses a relatively simple relationship between the perceptions of risk and the role of cues to action.
A study by Fulton et alused the HBM as a basis for questionnaires and to "organise multivariate analysis of interview responses" Fulton et al, The study used a telephone canvassing methodology, looking at women from Rhode Island USA, all above 40 in order to ascertain their behavioural patterns regarding their own health and attitudes towards disease prevention.
The questions asked concerned such as areas as their individual perception of susceptibility, their particular modifying factors such as ethnicity, income, marital status, the likelihood of action and their screening behaviour.
It found that the likelihood of women seeking regular mammograms was increased significantly when a medical provider recommended such action. However, almost one-fifth of the women had no such provider, 13 per cent had no source of gynaecological care, one-fourth felt susceptible to breast cancer and a third thought mammograms were too uncomfortable to undergo.
Fulton et al, Fulton et al also stress the importance of what they call "modifying factors" such as ethnicity and access to cues to action. There was a direct relationship, they found, between exposure to cues to action and the willingness to undergo preventative screenings.
This is also bourn out in such studies as Hyman, Baker, Ephraim, Moadel and Phillip's study that showed that "being an African American women - rather than a European American woman - was a better predicator of mammography use than any of the four elements of the health model belief.
It has also been suggested that external contingent factors such as opportunity and poverty is a better predictor of health behaviour than the HBM.
One of the most effective and useful applications of the HBM is in the predictive take up of screening for sexually transmitted diseases such as HIV and Hepatitis. A study in the US by Hergenrather and Rhodes of the MSM men who have sex with men community and their willingness to be vaccinated against Hepatitis A, found that men who reported "high levels of communication with their healthcare provider about their sexual orientation and risk behaviour were more likely to be vaccinated" Hergenrather and Rhodes, Policy could then be directed to specifically address such findings, targeting fiscal and communicative concerns in specific demographic and psychosocial areas.Canadian Journal of Media Studies, Vol.
5(1) research by social scientists in the U.S. public health services to explain the reluctance of people to participate in disease reduction program.
Health promotion is the process of enabling people to increase control over, and to improve, their health. It moves beyond a focus on individual behaviour towards a wide range of social and environmental interventions.
The Health Belief Model (HBM) can be used alone as the theoretical basis of a health education program, or it can be used in combination with other models, learning theories and approaches. Since no model or learning theory can explain or predict all aspects of health behavior, combining compatible theories and models can create stronger health.
This paper, Using Information to Promote Healthy Behaviours, considers what theory can tell us about the role of information in behaviour change programmes that target diet, smoking, drinking, drug use and safe sex behaviours, and reviews selected evidence of interventions.
Scientific knowledge about the health effects of tobacco use has increased greatly since the first Surgeon General’s report on tobacco was released in 1,2,3,4 Since the publication of that report, The initial campaign resulted in million additional smokers making a quit attempt and over , sustained quitters.
Health Campaigns to Use to Explain Models of Behaviour Change Words | 11 Pages. Health Campaigns to Use to Explain Models of Behaviour Change In this report it will investigate at least three recent health education campaigns and use them to explain two models of behaviour change.