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Comm Health Notes, week 1&2

by: Shannon McMackin

Comm Health Notes, week 1&2 Community Health Promotions 350

Shannon McMackin

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About this Document

these notes introduce the subject and go over media advocacy.
Health Education
Dr. Dunn
Class Notes
Public, health
25 ?




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This 8 page Class Notes was uploaded by Shannon McMackin on Tuesday September 6, 2016. The Class Notes belongs to Community Health Promotions 350 at Coastal Carolina University taught by Dr. Dunn in Fall 2016. Since its upload, it has received 5 views. For similar materials see Health Education in Public Health at Coastal Carolina University.

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Date Created: 09/06/16
Tuesday, September 6, y PUBH350  Chapter 1: Improving Health in Community Settings ­ecological approach to health ­distinguish ecological vs individual approach  ­different ways community can be defined. Defining Community a group of people connected by visible and invisible links. ­ communities are defined as: ­  geographic communities  ­ communities of interest.  Ecological Theory ­ postulates health to be the result of a dynamic interplay between.. ­ demographic variables and the physical & social environment. (family, peers, organizations, community) key factors­ economic status, family, school, work environment .. all influence behavior. Community Based interventions acknowledge the importance of… ­ group behavior (peers) ­ institutional climate (rules of organizations that might influence) ­ community resources (what’s available to us) ­ policy effects (laws and regulations) a policy can have an indirect effect on behaviors. 1 Tuesday, September 6, y Apply ecological theory to CBHI requires understanding 3 principles: 1. health is the result of a fit between individuals and their environment  2. environmental and social conditions interact with an individual to exert an important  influence on health. 3. a multidisciplinary approach to health is necessary. … must look at all factors Community Interventions  ­ differ from individual clinical interventions ­ in community based interventions, community is considered in one of the two  following ways: ­ community as setting a focuses on changing individual behaviors as a way to  lower a population’s risk of disease. ­ community as a target, is which the goal is changing policy or community  institutions.  ­ *clinical health­ treatment, diagnosis ­ *community­ prevention, education ..  Primary prevention­ engaging in programs to forbid an unhealthy action from ever  occurring.  secondary prevention­ identify the problem, now we need to stop/prevent the behavior  before it causes health issues. tertiary prevention­ need treatment, more clinical. 2 Tuesday, September 6, y Community Health Promotion Strategies, Programs, Interventions and Activities ­ health the overall wellbeing of mind body soul. ­ community health­ the factors that influence the overall wellbeing of a community. what compromises health? ­ values ­ lifestyle ­ income ­ genetics ­ stress Assumptions about Health and Community Health promotion ­ health and health risk are caused by multiple factors ­ behavioral environmental and social change are needed to change health ­ efforts to change health must be multidimensional and multi sectional ­ regards population health vs. individual health care ­ ecological approach = program occur in places and each place has its own history,  traditions, and customs. 1 September 6, y HP PROGRAM  Health Promotion Program ­ a set of planned and organized interventions and activities carried out over time to  accomplish specific health related goals and objectives. ­ “seek to improve the quality of life in our communities”    types of interventions (11)     *all must be multidimensiona l • communications activities ­ creating knowledge about a cause, reinforce attitudes, & create awareness. • educational activities ­ programs need to be multidimensional & use multiple strategies for a better  outcome. • environmental change activities ­ physical environment (water, air quality, sanitation) & social environment  (influences of our peers, family, work, etc.) ­ taking away the smoking gazebos • regulatory activities ­ laws, policies directly affect our behavior ­ raising taxes on cigarettes, enforcing seatbelt laws ..  • community advocacy activities ­ trying to influence social change, usually takes time. • organizational culture activities 1 September 6, y ­ trying to affect the norms and traditions in our community that might be  dangerous.  ­ what do we see as being perceived; must change norms to see change. • behavior modification activities • modify people’s behavior to see a certain outcome • incentives and disincentives  ­ reward for engaging in the behavior correctly,  ­ social support activities ­ using a buddy system, or a support group.  • social networks ­ health status evaluation activities ­ health risk appraisal, blood screenings, looking at risk behaviors,  ­ creates awareness for the person being ‘risky’. ­ technology­delivered/new media activities. ­ using the web to get a topic out to people ­ cost effective ­ email/text ___________________________________________________ Media Advocacy in Public Health  ­ connecting with the media to  educate the public 2 September 6, y sway public opinion  influence policy makers public health is what we do collectively, as a society, to assure conditions in which  people can be healthy. What is media advocacy? the strategic use of mass media (the news) to: 1. mobilize advocates 2. apply pressure for policy/social change. Why Media Advocacy? 1 social conditions and environment are determinants of health (pub health  perspective) 3. policy (indirectly affects our behavior) is the primary tool for influencing social  conditions and the environment  4. media advocacy puts into public debate policy solutions to specific problems created by social conditions (home life, socio economic status ..) and the physical  environment that affect health.  How Does it Work? ­ by harnessing the power of the news media to communicate shared social  accountability for solutions to health problems versus individually­oriented solutions.  ­ HOW to connect with media ???  Planning Your Message ­ plan, plan, plan ­ whats the problem you are addressing? ­ is there a solution to it? If so, what is it? 3 September 6, y ­ Who can make the solution possible? Whose support do you need to gain in order to  make the solution happen? ­ What do you need to do or say to get the attention of those who can make the  solution happen? 4 Components to Effective Media Advocacy 1 Overall goals and strategy 1. problem definition 2. what is the problem or issue you are highlighting? what changes will improve  the public’s health? 2. Policy Objective/Solution 1. what policy/regulation needs to be enacted, changed, or enforced? 3. Locus for Change   1. Who has power to make the changes? (target audience) 4. Groups to mobilize    1. who needs to be mobilized to apply necessary pressures for change?    2. whose support do you need to make the solution real? 2. Media Strategy = Advocacy Traditional Health Comp. vs Media Advocacy THC ­problem defined at individual level ­health is a personal issue ­mass media is used to change behavior ­short­term focus MA ­Problem defines at policy level 4 September 6, y ­health is a social issue ­mass media used to influence public policy ­long­term focus 3. Message Strategy   Creating the message for public debate: ­Whats is the issue? What’s the solution? Be compelling!! ­Social Math­ taking the statistics and making those numbers meaningful or  relevant. ­Localize the story ­Authentic voice 4. Access Strategy Frame issue for access: 1. what parts of the story will attract the journalists’ attention? Build relationships with journalists Creating news and piggybacking on breaking news Editorial strategies (letters to editor, op­eds) 5


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