Public health communication assignment
anitabhattarai12
Module5-CurrentStrategiestoServeVulnerablePopulations1.pptxCommunication Practices Aimed at Vulnerable Populations
KINE 3350
Professor Green
1
What is Public Health Communication?
Healthy People 2010 defines health communication as “the art and technique of informing, influencing, and motivating individual, institutional and public audiences about important health issues.”
The Institute of Medicine defined public health as “what we, as a society, do collectively to assure the conditions in which people can be healthy”
So with the integration of these two perspectives the definition of public health communication emerges as the scientific development, strategic dissemination, and critical evaluation of relevant, accurate, accessible, and understandable health information communicated to and from intended audiences to advance the health of the public.
2
The Disciplines of Public Health Communication
Mass and Speech Communication
Health Education
Marketing
Journalism
Public Relations
Psychology
Informatics
Epidemiology
3
Targeted Messages
Message targeting- customizes messages to shared characteristics of population subgroups, such as lifestyle factors
Message tailoring- fits messages to individual characteristics such as personality factors like coping styles or preferences for thinking extensively about choices
Pros: Could improve the cultural competency related to messages, allows the messages to be tailored to a specific audience, can promote social equity through health education
Cons: Requires moral judgement, certain groups are excluded from interventions, presents competing demands to provide both complete and accurate information (i.e. low-literacy populations)
4
Capturing Attention and Presenting Risk Information
Includes:
Graphic Images
“Shock” Factors
Fear Appeals
Shocking Statistics
Pros: Can cause the audience to pay attention
Cons: Does not always produce the health behavior changes intended, audience might find the message offensive or too scary, can lead to exaggerations to get the point across,
5
Messages on Responsibility and Culpability
Includes the responsibility of the individual to adopt a lifestyle that society considers healthy.
Messages may imply that illness or disability will result from failure to adopt a “responsible” lifestyle and this will lead to the individual becoming a burden to their family and/or society.
Pros: Might lead to behavior change
Cons: Do not take into account that individuals may have limited impact on social factors that affect their behavior, “blaming the victim,” characterizes those that do not follow the recommended behavior as weak or at fault for certain medical conditions, people might respond with a feeling of guilt
6
Messages to Reduce Harm
The harm-reduction approach prioritizes the obligation to protect people from greater harm while they may be engaging in other potentially harmful practices.
It helps individuals to avoid certain practices even if it seems to condone other unsafe practices.
Pros: Raise strong emotional responses and sometimes prove to cause a behavior change
Cons: Certain groups may find the messages offensive and even immoral, promotes other unsafe behaviors,
7
Health Literacy
Health literacy is the degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions. 1. Health literacy is dependent on individual and systemic factors: Communication skills of lay persons and professionals.
8
Rewind the Future
9
Break the Habit
10
Public Health Campaign Review
Who is the intended audience?
Is it ethical?
Does it send the correct message?
Do you think all audiences would be able to understand it?
Do you think it is effective?
What are some of the issues that you see with the ad?
What changes would you make?
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
Current Strategies to Serve Vulnerable Populations
There are major health programs and policies that are aimed at addressing health and health care disparities
These programs can include federal initiatives such as the Affordable Care Act, State initiatives such as Medicaid, and Local initiatives such as Community Health Centers or Free Clinics.
Private initiatives are also used to address problems that are overlooked or are not fully taken care of due to the financial strain and lack of resources by Federal, State, and Local initiatives.
Measurement of Strengths and Weaknesses of Programs
Validity-Does it aim to reduce disparities?
Is its scope and reach sufficient given the size of the problem?
What is the current and future sustainability of the program?
What is the program’s proposed effectiveness?
On the Road to a Healthier Jackson
<iframe src='//players.brightcove.net/835233078001/default_default/index.html?videoId=3415016633001' allowfullscreen frameborder=0></iframe>
<iframe src='//players.brightcove.net/835233078001/default_default/index.html?videoId=3415016633001' allowfullscreen frameborder=0></iframe>
30
