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Approaches to Health Education

Approaches to Health Education. Social Marketing Role of Mass Media Community Development Two-Way Communication. Social Marketing. Which chocolate bar wrapper has a blue background, white writing and pictures of palm trees and coconuts on it?.

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Approaches to Health Education

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  1. Approaches to Health Education Social Marketing Role of Mass Media Community Development Two-Way Communication

  2. Social Marketing Which chocolate bar wrapper has a blue background, white writing and pictures of palm trees and coconuts on it? Which fizzy drink can has a red background and white curly writing on the front?

  3. Social Marketing • How did you know the names of the drink/chocolate? • Marketing sinks into our brains! • Kotler and Zaltman (1971) used the term ‘social marketing’ to refer to the use of marketing techniques to solve health and social problems. Which campaign does this logo represent?

  4. Social Marketing • Marketing (and social marketing) involves considerations of product planning, pricing, communication, distribution and marketing research. • These considerations are used to design campaigns that appeal to specific sectors of the population, just like advertisers do when trying to sell a product. • Social marketing is trying to ‘sell’ an idea.

  5. Social Marketing Click on both these buttons to watch different road safety campaigns. • Which specific sectors of the population are these campaigns aimed at? • Analyse the different marketing of the THINK! campaigns for both adverts. • Market Segmentation: different groups have different needs

  6. Social MarketingWhat is ‘Market Research?’ • Finding out your ‘best’ audience. • In terms of health education, this means finding out epidemiological data and statistics of accidents. • From this information you can create a needs-led, targeted approach health education campaign. • If you know your audience, you can market the campaign in a way that they will pay attention to it, eg the Think! campaign filmed on a mobile phone for teenagers.

  7. Social MarketingThe Limitations It takes TIME and MONEY to do the market research, find out which methods will be most effective and which education programmes are likely to have the most impact.

  8. Role of Mass Media Different forms of mass media include: • Television – specific adverts, but also TV shows • Newspapers • Magazines • Posters • Billboard displays • Leaflets

  9. Role of Mass Media

  10. Role of Mass Media • The department of health used a mix of media including TV, newspaper adverts, billboard adverts and posters with this ‘Get Unhooked’ campaign. • Why do you think they did this? The ASA (Advertising Standards Agency) discontinued the campaign after complaints that it was scary for children.

  11. Role of Mass Media • Identify fictional programmes you have watched which have raised awareness about health issues. • Analyse how affective they were to changing behaviours in you and the people you know. • Does ‘awareness raising’ actually change behaviour? • What are the benefits of having health education on fictional programmes?

  12. Role of Mass MediaInternet/Websites Click on the button to enter a government website for road safety. Analyse this website in terms of health education.

  13. Role of Mass MediaBenefits • Raises consciousness about health issues • Reaches large audiences • Conveys simple information • Places health on the public agenda – gets people talking

  14. Role of Mass MediaLimitations • Inability to convey complex information • Inability to teach skills • Less specific information • Limited two-way communication • Confusion – eg with the smoking adverts, children thought the people who smoked would actually get hooked with a fish hook.

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