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The Role of Media in Public Health

The Role of Media in Public Health. Professor SH Lee Emeritus Professor of Community Medicine The Chinese University of Hong Kong. What is Public Health?. Definition of Public Health.

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The Role of Media in Public Health

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  1. The Role of Media in Public Health Professor SH Lee Emeritus Professor of Community Medicine The Chinese University of Hong Kong

  2. What is Public Health?

  3. Definition of Public Health ‘The science and art of promoting health, preventing disease, and prolonging life through the organized efforts of society.’ (Acheson Report, London, 1988)

  4. The New Public Health Movement

  5. “Up-stream” Approach

  6. Determinants of Health

  7. Determinants of Health • Personal health practices and coping skills • Biological and genetic endowment • Environmental risk factors • Social and economic factors • Health Services

  8. Personal health practices and coping skills • Smoking • Diet • Obesity • Lack of exercise • Stress • Alcohol abuse • Drug misuse • Sexual practices

  9. Tobacco

  10. Smoking 1994 Source: HKCOSH

  11. Substance Abuse 1990 - 1999

  12. Substance Abuse 1992 - 1999 Population

  13. Obesity Student Survey 95/96 - 98/99

  14. Biological and genetic endowment • Gender differences • Physiological, anatomical and mental capacities

  15. Environmental risk factors • Physical environment • Radiation exposure • Workplace hazards • Infectious agents • Home hazards • Traffic • Product design

  16. Social and Economic factors • Income and social status • Social support networks • Education • Employment and working conditions • Social disintegration • Overpopulation • Geography and Transportation

  17. Health Services • Accessible preventive and primary care services • Healthy child development services • Personal health services e.g. • Student health • Women health • Elderly health

  18. Genetic Influences Health and Medical Services Lifestyle HEALTH Social, Economic Cultural & Environmental Conditions The Health Field Concept

  19. The Ottawa Charter for Health Promotion and the Jakarta Declaration

  20. Definition of Health Promotion

  21. U.S. Department of Health Education and Welfare (1979) “A combination of health education and related organizational, political and economic programmes designed to support changes in behaviour and in the environment that will improve health.”

  22. Nutbeam (1985) “The process of enabling people to Increase control over the Determinants of health and Thereby improve their health.”

  23. WHO (1984) (1986') “The process of enabling people to increase control over their health. ‘and thereby to improve their health.”

  24. Health Promotion • Targets towards whole population • Basically healthy • Involvement of community and individual measures • Promotion of healthy lifestyle • Goal to enhance state of well being

  25. Disease Prevention • Activity in the medical field • Dealing with a disease or environmental threat • Protects individuals or groups of population at risk • Aims to conserve health

  26. Disease Prevention Primary Prevention Prevention of disorders before they occur e.g. vaccination, healthy lifestyles

  27. Disease Prevention Secondary Prevention Early diagnosis and treatment e.g. screening programmes

  28. Disease Prevention Tertiary Prevention Reducing burden of disability to individual and society e.g. treatment and rehabilitation

  29. Five Priority Actions Of Ottawa Charter for Health Promotion • Build Healthy Public Policy • Create supportive environment for health • Strengthen community actions for health • Develop personal skills • Re-orient health services

  30. Ottawa Charter for Health Promotion An International Conference on Health Promotion The move towards a new public health November 17-21, 1986, Ottawa, Ontario, Canada

  31. The Jakarta Declaration on Leading Health Promotion into the 21st Century (1997): Five priorities for action • Promote social responsibility for health • Increase investments for health development • Expand partnerships for health promotion • Increase community capacity and empower the individual • Secure an infrastructure for health promotion

  32. Mass Media and Public Health

  33. The meaning of Mass Media Two key features: • Mass audience • Message is mediated Source: Health Promotion – effectiveness, efficiency and equity, Keith Tones and Sylvia Telford

  34. Mass Media in Health Promotion • The difference between health marketing and commercial marketing: • Health promotion, ethical and professional goals • Difference in size of budgets • Health education programmes set standard often too high

  35. Mass Media in Health Promotion • The nature of the product in offer is different • The health education product frequently intangible and gratification seen only at distant future • Deep seated attitudes not easy to change

  36. Mass Media in Health Promotion • Ten key marketing concepts in health promotion • Market philosophy • The “four Ps” of marketing: product, price, place, promotion • Hierarchy of communication effects • Audience segmentation

  37. Mass Media in Health Promotion • Understand all the relevant markets • Feedback • Interpersonal and mass communication interactions • Commercial resources • Competition • Expectations

  38. Mass Media and “Public Health Advocacy”

  39. ‘Public health advocacy’ • Sometimes called ‘public health lobbying’ • Process of over coming major structural barriers to public health goals • Such barriers could be political, economic or cultural

  40. What are the components of an effective public health advocacy campaign? • Information • Health Professionals • Skilled Professionals • Partnerships or Coalitions • Champions or Leaders

  41. Skills required in effective public health advocacy • Competency and understanding of subjects and roles • Political science, sociology of mass communication • Structuring of media • Health issues • Networking techniques

  42. Skills required in effective public health advocacy • Community educators and organizers • Journalists • Lawyers and political analysts / advisers • Research • Evaluation

  43. Does it work? Governments (and organizations) tend to adopt policies only in activities of public headiness, using the principles that Governments (organization) should not move far from what is perceived to be public opinion

  44. What are the conditions for success in public health advocacy? • A recognized constituency • Building community agreement that an issue is a priority for action and that the proposed solutions are acceptable

  45. What are the conditions for success in public health advocacy? • Empowered communities • A feasible solution (a feasible solution is not necessarily based only on, for example, epidemiological evidence. Many different types of “evidence” can be used by politicians, and managers when mainly policy decisions)

  46. Mass Media The mass media, by definition, reach mass audiences, including key political and bureaucratic decision makers. If well informed about the process of news reporting, public health advocates may be in the position of influencing journalist to report issues in ways more consonant with public health objections.

  47. Case Studies in Public Health Advocacy in Health Education and Health Promotion

  48. Case Study 1 Smokeless Tobacco

  49. Case Study 2 Tobacco advertising in printed media and outdoor advertising

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