Planning models for diverse societies (2):
- The health belief model
- The PRECEDE-PROCEED model
Implementing your health program:
- Guidelines for developing culturally sensitive
communications - Delivering culturally sensitive
communications: Three delivery modalities
Public health:
health promotion and disease and
injury prevention through research, community
intervention, and education
Health Promotion needs to….
…take culture into consideration and be tailored to the unique needs, ideals, and goals of the community
Planning Models…
-assist with understanding the causes of behaviors,
predicting behaviors, and evaluating programs
- require systematic planning and understanding the culture of the target audience
The Health Belief Model:
• Focuses on individual attitudes/beliefs to explain/
predict health behaviors
• Attempts to gauge individual cost/benefit
assessments of adopting a given health behavior
Variables of the Health Belief Model:
Perceived Threat:
- Perceived Susceptibility
- Perceived Severity
Perceived susceptibility (HBM):
One’s subjective perception of the risk of contracting a health condition
Perceived severity (HBM):
Feelings concerning the seriousness of contracting an illness or of leaving it untreated (including evaluations of both medical and clinical consequences and
possible social consequences)
Perceived benefits (HBM):
The believed effectiveness
of strategies designed to reduce the threat of
illness
Perceived barriers (HBM):
Potential negative consequences of taking a given health action
Cues to action (HBM):
Bodily or environmental triggers to action
Self-efficacy (HBM):
Belief in one’s own ability to successfully perform a given health behavior
PRECEDE-PROCEED Model, acronym:
Planning approach that examines the factors
that contribute to behavior change
Predisposing, Reinforcing, and
Enabling Constructs in Educational/Ecological
Diagnosis and Evaluation (PRECEDE); Policy,
Regulatory, and Organizational Constructs in
Educational and Environmental Development
factors that contribute to behavior change
are (PP):
Predisposing factors, Enabling factors, Reinforcing factors
Predisposing factors (PP):
individual’s knowledge, attitudes, behavior, beliefs, and values that affect willingness to change
Enabling factors (PP):
factors in the environment or community that facilitate change
Reinforcing factors (PP):
the positive or negative effects of
adopting the behavior that influence continuing the
behavior
PRECEDE (i.e., pre-intervention) planning
steps: four phases:
- Social assessment
- Epidemiological assessment
- Educational and ecological diagnosis
- Administrative and policy assessment and
intervention alignment
PROCEED planning steps (to be performed
during and after the intervention): four phases:
- Implementation
- Process evaluation
- Impact evaluation
- Outcome evaluation
Importance of effective health communication:
- Raises awareness of health risks and solutions
- Provides positive motivation and skills
- Helps individuals find sources of care and support
- Increases demand for appropriate health services,
while decreasing demand for inappropriate
services - Helps people make complex health-related
choices - Influences public agenda, promoting positive
change - Improves delivery of services
- Encourages beneficial social norms
Past/current trends in health communication:
- Continued use of traditional dissemination media
• Mass one-way communication (billboards, radio,
TV)
• Printed educational material
• Social marketing techniques - Use of digital media (CDs, World Wide Web)
- Emphasis on community centered prevention to
promote/reinforce positive health behaviors
• Regular physical activity
• Maintenance of healthy weight
• Responsible sexual behaviors
• Reduction of substance abuse and violence
Emerging Challenges in Health Communication:
- Increase in number of communication channels
vying for public’s attention - Increase in number of health issues called to
public’s attention - Increasing ability for individuals to personalize
and control their information flow
• Mass one-way communication (billboards,
radio, TV)
• Printed educational materials
• Social marketing techniques
Responses to Emerging Health Communication Challenges:
- Multidimensional interventions targeting diverse
audiences - Public/private partnerships and collaborations
- Adoption of an audience-centered communications
perspective
• Identification of target audiences’ preferred formats,
channels, and contexts of communication
• Tailoring of messages to the culture preferences,
language, and media habits of the target audience - Use of the Internet and other interactive communications
media
