1. How Media And New Communication Technology Can Be Used To Enhance Health Literacy Among Children At School Age Dr K Vijaya Director Corporate Marketing & Communication Division Health Promotion Board, Singapore

2. Health Literacy The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions.

3. Importance of Health Literacy Improving health literacy is one of the goals and objectives set by the U.S. Department of Health and Human Services in Healthy People 2010.

4. Application of Health Literacy Health promotion Health protection Disease prevention & screening Care & maintenance Access to care & navigation of system

5. Benefits of Health Literacy Improving the health literacy of school-going children will empower them to: Make the right decisions in their adult age Reduce their chances of contracting diseases Reduce the need for hospitalisation

6. Promoting Health Literacy in Schools Schools play a critical role in building health literacy Classroom environment is conducive for dissemination of knowledge

7. Advantages Accurate information provided in a captive setting Students can be assessed on their knowledge Disadvantages Didactic instructions no longer favored by Generation ‘Y’ What is taught in schools (theory) may not be applied in practice Promoting Health Literacy in Schools

8. Influence of Media on Health Literacy Youth exposed to mass media, Internet, mobile technology Youth influenced by peers, celebrities and media Consistency of messages taught in schools and media

9. Promoting Health Literacy Through Media International examples: Weaved into popular US TV shows –Story of patient suffering from HIV in “ER” –HIV-prevention storyline in “Bold & The Beautiful”

10. International examples: Use of media to educate Canadian youth on health risks of tobacco Interactive microsite in Australia to teach youth how to react to different situations US website for youth on sexuality, relationships etc Promoting Health Literacy Through Media

11. The Singapore Experience

12. Opportunities for Raising Health Literacy Literacy rate : 95.4% Compulsory education for 6 years at Primary level Health education part of core curriculum in schools Universities and schools require students to submit projects and homework online

13. Penetration of Internet Among Singapore School Children 74% of households in public housing and 92% in private housing have at least one computer 88% of households with school-going children have at least one computer Computer usage : –10-14 yrs : 85% –15-59 yrs : 68%

14. Internet Activities in Singapore Internet activity10-14 yrs15-59 yrs60 yrs & above For communicating78%86%61% For getting information67%81%59% Other information or general web browsing59%69%25% Playing or downloading online games58%31%0% For education or learning activities52%32%28% Downloading or listening to online music25%35%9% Related to health or health services-26%69% Creation of own blogs12%10%5% Reading blogs created by others4%17%9% Source : 2006 Annual Survey on Infocomm Usage by IDA

15. Singapore’s Mobile Penetration Penetration rate is 106.8% Some own more than one mobile phone.

16. Traditional & New Communication Technology Utilised to enhance health literacy among Singapore school-going children

17. Multi-channel Marketing Outdoor Marketing Mobile eDMs TV Internet Press Radio Health Exhibition Center Health Information Center Health Resources Reach out to Singaporeans Outreach Events

18. Target Groups and Channels Used Target GroupProgrammesChannels Parents with kidsChildhood Injury Prevention Programme; Hand, Foot & Mouth Disease; Myopia Parenting magazine, radio, press, television Kids aged 5 to 12 yearsChildhood Injury Prevention Programme; Hand, Foot & Mouth Disease; Myopia Television Youth in Secondary SchoolYouth HIV/AIDs; Mental Wellness Press, magazines, radio; online; outdoor media; events Youth in tertiary institutionsSTOMP AIDs; Smoking for Young Women Peer-to-peer marketing, press, outdoor media, events, electronic mailers

19. New Media Initiatives : HPB Online Podcast Youth Health Blog Audible Heart – peer led online counselling service Mobile initiatives –Diet Tracker –Heart Rockz – health messages via mobile phones –SMS Voting

20. New Media Other youth microsites –Healthy Lifestyle microsites –Food Info Search –Osteoporosis microsite –Health Information Centre –HealthZone New youth website

21. Impact of Media & New Media Technology on Health Literacy Measured through : Surveys Focus groups Pageviews, visits, hits to website

22. In Summary… Traditional and new media can be used both directly and subtly to influence school children's behaviour and cognitive thinking on health issues. Important stage in their lives, when they are formulating their own identities and are still receptive to learning healthy lifestyle practices.

23. In Summary… Media and new communication technologies can be used to complement existing health education strategies implemented in schools.

24. In Summary… Repeated reinforcement of health messages through different channels can increase the rate of recall and awareness among school-going children, and be more likely to put into practice what they have learnt.

25. Acknowledgement Mrs Sarojini Thanarajah Ms Vanessa Tan

26. Thank You