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

Social Marketing Which fizzy drink can has a red background and white curly writing on the front? Which chocolate bar wrapper has a blue background, white writing and pictures of palm trees and coconuts on it? Genes = cycstic fibrosis. Heart disease etc Economic environment – link between poverty and obesity which leads to many other health issues. Social environments, victim of where they live. Is it safe to go out? Are they peer pressured into certain behaviours. Eg drugs, sex, rock and roll etc? How would go about health education according to the victim model? Take into consideration culture, social context, economic context etc. see people as victims of these things. Plan campaigns according to assumptions? Don’t blame people for what they are doing. Accept that people behave in ways that ingrained in them.

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? Think – road safety

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.

Click on both these buttons to watch different road safety campaigns. 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

Social Marketing What 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.

Social Marketing The 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.

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

Role of Mass Media

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. A mix… reinforce the ideas. They will see it in a variety of places, including the car, at home, walking the dog, at work etc. Reinforces it.

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? People watch them because they want to watch them. Reach a huge audience. Usually there is a help/advice line given at the end of the programme for extra support. People empathise with people on soap operas. Makes people feel like they are no alone. They help to banish prejudiced attutides, eg to HIV. Bring the unspeakable into the public domain, eg male rape. They are well researched (usually). Disadvantages – might not show what really happens, when Steph had breast cancer on neighbours she seemed to get over it really quickly and didn’t get too affected by the chemo. Might be unrealistic.

Role of Mass Media Internet/Websites Click on the button to enter a government website for road safety. Analyse this website in terms of health education. Eg who is it for, how do people find out about it, does it educate, is it confusing. Does it raise awareness? What are the incentives to stay on the site. Will this work for children.

Role of Mass Media Benefits Raises consciousness about health issues Reaches large audiences Conveys simple information Places health on the public agenda – gets people talking

Role of Mass Media Limitations 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.