Communication & Health Promotion

Communication Science

2008 – 2009

Reint Jan Renes

system of health care

health status

exogenous determinants

care cure prevention

endogenous determinantsindividual

hereditary acquired

physicalenvironment

lifestylesocial

environment

focus ofthe course

Determinants of health (based on Ruwaart et

al., 1994)

There exists a striking paradox that ‘we’ consider our health to be the utmost important thing in life, but at the same time are unable to live healthy. (SCP 2007)

Turning healthy intentions into daily practice seems not that easy…

With respect to health…

Effective health communication?

Zuidoost Drenthe,Hartstikke Goed!

ArnhemArnhemse BroekGezond & Wel

Roermond HartslagMidden-Limburg

Heerlen e.o.Uw Buurt Gezond

Maaastricht e.o.Hartslag Limburg

Eindhoven Wijkgezondheidswerk

BergeykGezondBergeyk

TilburgGelijke Gezondheid,Gelijke Kansen

RotterdamNôs Saúde

RotterdamWijkgericht werken aan gezondheidsbevordering

Rotterdam FeijenoordGezonde Stad

Den BoschWijkgezondheidswerk

AlkmaarLet op Vet

Utrecht ZuilenBeter eten? Zeker weten!

UtrechtKanaleneiland Gezond

Amsterdam GezondeLeefgewoonten Westerpark

Den Haag Gezondheids-achterstand moet Wijken

Den Haag Stiom

RoosendaalHeel de buurt

Den BoschSamen Beter

GroningenBroodje Oosterpark

Leeuwarden &KootstertilleGezonde Start

“Modest effects“

Harting & Van Assema (2008)

“Modest or no effects“

Kooiker & Van der Velden

(2007)

However Meta analysis of U.S. Health mass media campaigns

showed that the average campaign changed the behavior of about 8% of the population in expected, positive direction (Snyder & Hamilton, 2002, in Noar, 2006).

Seatbelt, oral health , and alcohol campaigns being most successful

More success with focus on new behaviors than with prevention or cessation of problem behaviors.

Greater effects for campaigns with greater reach/exposure.

Strongest effects for campaigns with law enforcement aspects (seatbelts).

Theories in Dutch lifestyle campaigns (Wevers,

Renes & Van Woerkum, 2008)

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Social psychological theories of health behaviorSocial psychological theories of health behavior

Space for change?

Not Preparedto Change

Already Changing

People are not able to live healthy on intentions alone.

In turning healthy intentions into daily practice, mental, social as well as physical boundaries need to be crossed.

It’s up to ‘us’ to find the bridges to cross those borders.

What to do? Making intentions effective

Golwitzer’s concept of ‘implementation intentions’ (1993)

Deci and Ryan’s theory of Self-Determination (2000)

Rothman & Salovey’s ideas about framing (1997)

Get around intentions Singhal & Rogers’ concept of ‘entertainment &

education strategy’ (1999) Cialdini’s ideas about influence (2003)

Focus on the individual

With respect to health promotion the individual is the weakest link.

Even if the individual intention is positive all is needed to really bridge the ‘gap’ between healthy intention and ‘proper’ behavior.

“De zwakste schakel in de tandheelkunde is niet de tandenborstel of de tandpasta, maar de tandenpoetser. Zelfs als hij dat trouw doet, doet hij het meestal verkeerd” (Schnabel, 2007)

Group assignment

List the participants in your group and decide for a

group name.

Decide about and shortly describe the campaign on

which you like to work throughout the course. Introduce and discuss the main issue in ‘your’ campaign and

what specific outcomes, for which audience the campaign

intends to generate.

Sub-assignment 1: Selection and 1st description and

analysis of selected campaign

Group assignment (cont.)

A persuasive health message is a message designed to

prevent health-risk behavior and to encourage healthy

behavior.

Identify and discuss the most prevalent type of theory-

based persuasive health message in ‘your’ campaign.

See pp. 30/31 in the syllabus (the article of Cohen, et.al.)

for a description of the different types (i.e. attitudes, social

norms, and self-efficacy) of health messages.

Group assignment (cont.)

Persuasive messages may include affective

dimensions that influence risk perceptions.

Identify and discuss the most prevalent affective appeal(s)

in ‘your’ campaign.

See pp. 32 in the syllabus for a description of the affective

appeals.

Hand in ‘hard-copy’ Monday 03-11

Anti-smoking campaigns

Type of message and affect appealKeep it nice. Smoke-free.NicomarketPositive aspectsunhookedAustralian campaignRolexPam strategy

Take care of scientific writing! “Write with precision, clarity and economy. Every sentence

should convey the exact truth as simply as possible” (Instructions to authors Ecology, 1964)

Scientific analysis demands precision. Scientific writing should reflect this precision in the form of clarity.

Express your findings, thoughts, statements, hypotheses and conclusions clearly, logically and simply.

Much effort should be given to the organization of your paper(s) and please employ crisp sentences not cluttered with excess verbiage.

National Lifestyle campaigns The focus in the Netherlands (ZonMw):

Prevention of passive smoking Encouraging adults to stop smoking Preventing young people from taking up smoking Prevention of obesity Prevention of sexually transmitted diseases Moderation of the use of alcohol and the

prevention of alcohol abuse Child safety and safety among the elderly Encouraging people to adopt an active lifestyle Prevention of sporting injuries

Questions?

Let’s make groups!