Communication & Health Promotion Communication Science 2008 – 2009 Reint Jan Renes
May 12, 2015
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!