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Dr. Swe Swe Latt
M.B.,B.S, M.Med.Sc (Public Health)
Lecturer
Community Medicine Department
KOM
2
At the end of this lecture, students should be
able to:
1. Define health promotion
2. List the five principles of Ottawa charter
3. Describe the importance of HP
4. Describe and explain approaches used in
health promotion
6. Correlate Islamic perspective on Health
Promotion
7. HP activities in Malaysia
Health Promotion ( DRSSL)
HEALTH?
Dimensions of Health?
Factors influencing on Health?
Promotion, Protection, Prevention?
3Health Promotion ( DRSSL)
Factors Influencing on health
Human rights
Biological
Justice
Gender
Inf & com
Science
&Tech
Aging of pop
Socio-cultural
Health system
Socio-
economic
Environmental
Behavioral
communiti
es
Societies
Families
Individual
Health promotion Health protection Disease prevention
Developed in healthy people
related to individual
lifestyles (more healthy LS)
Eg:
1.physical activity
2.Nutrition
3.Sexuality
4.Tobacco/ antismoking
5.Alcohol and drug use
6.Oral health
7.Mental health and mental
disorders
8.Violent and abusive
behavior
Actions: educational and
community-based programs
(encourages well-being)
(health education and spe
interventions)
Focus on Environmental
and regulatory measures
-Protection on large
population groups
Eg:
1.unintentional injuries
2.Occupational safety and
health
3.Env health hazards
4.Food and drug safety
5.Fluoridation of water for
oral health
6.Industrial chemicals
7.Exposure to lead
8.Air pollutants
9.Radon
10.Pesticide residues
(desire to avoid illness)
Avoidance of illness and
agents of illness
Primary
Secondary
Tertiary
( take action to thwart the
disease process)
5
Health Promotion ( DRSSL)
Period of Pre-Pathogenesis Period of Pathogenesis
DeathDisease Process
LEVELS OF PREVENTION
MODES OF INTERVENTION
PRIMARY PREVENTION SECONDARY PREVENTION TERTIARY PREVENTION
Disability
Limitation
RehabilitationEarly Diagnosis &
Prompt Treatment
Health
Promotion
Specific
Protection
Before Man is Involved
Agent
Bring agent and host
Together or produce a
Disease provoking stimulus
Host
Environment
In the
Human Host
Interaction of host
and stimulus
Host Reaction
Early
Pathogenesis
Discernible
early Lesion
Advance
Disease
Convalesence
RECOVERYStimulus or agent becomes established and
increases by multiplication
Tissue & Physiologic
changes
Immunity &
Resistance
Disability
Defect
Chronic State
Signs & Symptoms
Illness
Clinical Horizon
The Course of disease in man
6
Health Promotion ( DRSSL)
Definition
“Health promotion is the process of enabling people
to increase control over & to improve their health.”
Ottawa Charter for HP (WHO, 1986)
‘Health promotion is any combination of
educational, organizational, economic and
environmental supports for actions conducive to
health” (Green & Kreuter, 1991) 7
A Framework for Health Promotion Activities
8
Health Promotion Process
9
Health Promotion ( DRSSL)
10Health Promotion ( DRSSL)
The Ottawa Charter for
Health Promotion
First International Conference on Health
Promotion, meeting in Ottawa, 21 November
1986
•Uses Health Promotion to summarize new
approaches to Public health intervention
based on 5 principles
11Health Promotion ( DRSSL)
Principles of Ottawa Charter
12Health Promotion ( DRSSL)
1. Develop Personal Skills
• supports personal and social development through
providing information, education for health, and
enhancing life skills
• Enabling people to learn, throughout life
• facilitated in school, home, work and community
settings
• Action -through educational, professional,
commercial and voluntary bodies
institutions
13Health Promotion ( DRSSL)
2. Strengthen Community Actions
• empowerment of communities - their ownership
and control of their own endeavours and destinies
• Community development to enhance self-help
and social support
• strengthening public participation in and
direction of health matters
• requires full and continuous access to information,
learning opportunities for health, funding support
14Health Promotion ( DRSSL)
3. Create Supportive Environments
• links between people and their environment
constitutes the basis for a socioecological approach
to health
• Work and leisure should be a source of health for
people.
• Creation of the society of healthy work
organization
• Health promotion generates living and working
conditions that are safe, stimulating, satisfying and
enjoyable.
15
4. Build Healthy Public Policy
• puts health on the agenda of policy makers
in all sectors and at all levels, directing
them to be aware of the health
consequences of their decisions and to
accept their responsibilities for health
16Health Promotion ( DRSSL)
5. Reorient Health Services
• Reorienting health services also requires stronger
attention to health research as well as changes in
professional education and training.
• lead to a change of attitude and organization of
health services which refocuses on the total needs
of the individual as a whole person
17
Health Promotion Emblem
The main graphic elements of
the HP logo are:
a. one outside circle,
b. one round spot within the
circle, and
c. three wings that originate
from this inner spot, one of
which is breaking the
outside circle.
18
Health Promotion ( DRSSL)
The Health Promotion emblem and its
interpretations in successive conferences
• Ottawa 1986
• Adelaide 1988
• Sundsvall 1991
• Jakarta 1997
• Mexico 2000
• Bangkok 2005
• Nairobi 2009
19
1. UK: In equalities in health
overall health status – improved
 Inequalities in health still exist!
- Gap between less well – off vs. better – off
social groups tend to increase
• People in the upper classes had a greater
chance of avoiding illness & staying
healthy than those in the lower class
• Gender differences: men vs. women
20
Why do we need to do health promotion?
Health Promotion ( DRSSL)
European Public Health Association
•Inequalities in health exist in all European countries. In
many cases, evidence that exists shows the gap between the
rich and poor is increasing.
•Many European countries do not record deaths by socio-
economic categories, but years in higher education is widely
taken to be a proxy for social advantage.
•In Netherlands, if the risk of dying from a heart attack is
1.00 for people with a university education, the relative risk
(RR) for Dutch people without a secondary school diploma
is 2.40
http://www.epha.org/a/547
21
Health inequalities according to educational
level in different welfare regimes: a comparison
of 23 European countries
Health Promotion ( DRSSL)
Economic Status and Health in Childhood: The Origins of
the Gradient
• Children from lower-income households with
chronic health conditions have worse health than
do children from higher-income households.
http://www.nber.org/papers/w8344
22Health Promotion ( DRSSL)
2. Changing disease pattern
eg: CD to NCD, emerging diseases
3. Rising health care cost
- continuous rise of investments in research &
development
- adoption of the latest technologies to deal
with the rapid emergence of new &
complicated illnesses
23Health Promotion ( DRSSL)
4. Role of population in improving health
- Dengue, Typhoid
5. Limitation of medical services from health
threats – from environment (air/ water
pollution) , lifestyle
6. Shift in health care delivery
– wellness paradigm
24Health Promotion ( DRSSL)
25
Treatment paradigm
 brings a person to the neutral point, where the
 symptoms of disease have been alleviated
Wellness paradigm
which can be utilized at any point on the
continuum, helps a person to move toward
higher level of wellness
Health Promotion ( DRSSL)
FIVE APPROACHES
TO HEALTH PROMOTION
26Health Promotion ( DRSSL)
Approaches to health promotion
• Medical or preventive Approach
• Behaviour change Approach
• Educational Approach
• Empowerment Approach
• Societal change Approach
27Health Promotion ( DRSSL)
Five Approaches to Health Promotion
Summary and Example (smoking)
Approach Aim Health
promotion
activity
Important
values
Example -
smoking
Medical Freedom from
medically defined
disease and
disability such as
infectious d/ss,
Ca and heart d/s.
Eg. Immunization
Screening for HT
PAP smear
Promotion of
medical
intervention to
prevent or
improve ill health
Patient
compliance with
preventive
medical
procedures
Aim-
freedom from
lung d/s, heart d/s
and other
smoking –related
disorders
Activity-
encourage people
to seek early
detection and
treatment of
smoking- related
disorder
28
Five Approaches to Health Promotion
Summary and Example
Approach Aim Health
promotion
activity
Important
values
Example -
smoking
Behaviour
change
Individual
behaviour
conductive to
freedom from
disease
Attitude and
behaviour change
to encourage
adoption of
‘healthier’
lifestyle
Healthy lifestyle
as defined by
health promoter
Aim-
behaviour change
from smoking to
not smoking
Activity-
persuasive
education to
prevent non-
smokers from
starting and to
persuade smokers
to stop
29
Five Approaches to Health Promotion Summary and Example
Approach Aim Health promotion
activity
Important
values
Example -
smoking
Educational Individuals with
knowledge and
understanding
enabling well-
informed
decisions to be
made and acted
upon
Information about
cause and effects
of health-
demoting factors.
Exploration of
values and
attitudes.
Development of
skills required for
healthy living
Individual right
of free choice.
Health
promoter’s
responsibility to
identify
educational
content
Aim-
Clients will have
understanding of
the effects of
smoking on
health.
They will make a
decision whether
or not to smoke
and act on the
decision.
Activity- giving
information to
clients about the
effects of
smoking, help
them to learn how
to stop smoking
30
Five Approaches to Health Promotion
Summary and Example
Approach Aim Health
promotion
activity
Important
values
Example -
smoking
Client-
centered/
Empower
ment
Approach
Working with
clients on their
own terms
Working with
health issues,
choices and
actions that
clients identify.
Empowering the
client
Client as equals.
Client’s right to
set agenda. Self-
empowerment of
client
Anti-smoking
issue is
considered only if
clients identify it
as a concern.
Clients identify
what, if anything,
they want to
know and do
about it.
31
Five Approaches to Health Promotion Summary and Example
Approach Aim Health promotion
activity
Important
values
Example -
smoking
Societal
change
Physical and
social
environment that
enables choice of
healthier lifestyle
Political/ social
action to change
physical/social
environment
Right and need
to make
environment
health-
enhancing
Aim-
Make smoking
socially
unacceptable, so it
is easier not to
smoke than to
smoke
Activity-
no-smoking policy
in all public places.
Cigarette sales less
accessible to
children, promotion
of non-smoking as
social norm,
banning tobacco
advertising and
sports’ sponsorship
32
Health Promotion Means Changing
Behavior at Multiple Levels
A Individual: knowledge, attitudes, beliefs,
personality
B Interpersonal: family, friends, peers
C Community: social networks, standards,
norms
D Institutional: rules, policies, informal
structures
E Public Policy: local policies related to
healthy practices
33
Health Promotion ( DRSSL)
Health Promotion Tools
• Mass media
• Social marketing
• Community mobilization
• Health education
• Client-provider interactions
• Policy communication
( edu tools: leaflets, videotapes, bulletin boards, overhead transpancies,
PPT material, chalk boards, other audiovisual support items, sms, TV,
Talk)
Source: Robert Hornik and Emile McAnany, “Mass Media and Fertility Change,” in Diffusion Processes and Fertility Transition:
Selected Perspectives, ed. John Casterline (Washington, DC: National Academies Press, 2001): 208-39.
34
A Flowchart for Planning and Evaluating
Health Promotion
35
Aims and Methods in Health promotion
Aim Appropriate method
Health Awareness goal
Raising awareness, or
consciousness, of health issues
Talks/ Group work
Mass media / Displays and exhibitions
Campaigns
Improving knowledge
Providing information
One-to-one teaching/ Displays and exhibitions
Written materials/ Mass media (including internet)
Campaigns/ Group teaching
Self-empowering
Improving self-awareness, self-
esteem, decision-making
Group work / Practicing decision-making
Values clarification/ social skills training
Simulation/ gaming and role play
Assertiveness training/ counselling
Changing attitudes and behaviour
Changing the lifestyles of
individuals
Group work / skills training/ self-help groups
One-to-one instruction/ Group or individual therapy
Written material / Advice
Societal/ environmental change
Changing the physical or social
environment
Positive action for under-served groups/ lobbying /
Pressure groups/ community development/ community-
based work / Advocacy schemes/ Environmental
measures / Planning and Policy making/ organisational
change/ enforcement of laws and regulations 36
Important Elements in Health Promotion
o Involves all sectors e.g other government
agencies, private sectors, NGOs not MOH
M’sia alone
o Involves whole population, aims at public
participation
o Addresses action on health determinants
o Uses diverse, but complementary methods
or approaches
37Health Promotion ( DRSSL)
Who promotes health? Agents and Agencies of HP
National Government
Eg. Dept of Health
Health
Promotion
Activities
International organisations
eg. WHO
National and local media eg . TV,
radio, newspaper, internet
National voluntary organisaations and
pressure groups
Private preventive medical services
Eg. Private health checks
Professional org and trade unions
Local government eg. Teachers,
environmental health officers,
social workers
National health Service eg. National
health development agencies, local
heath workers
Police, probation, firefighters Health and Safety Executive
Local community and voluntary
groups eg. Youth groups, self-help
gps
Workplace employers eg.
Occupational health services, human
resources managers
Local branches of national
organizations
Commercial and industrial orgs,
manufactures and retailers
Institutions of higher leaning
Eg. Universities and collages
Churches and religious orgs
Complementary health practitioners The informal network eg. Family,
friends, neighbors
38
Factors influencing effectiveness
of HP
A) Group attributes
• educational level
• Knowledge
• Channels of
communication
• Confidence to act
• Infrastructure
• Leadership -priority
B) Perception of disease
• Susceptibility
• Severity
• Impact on finance, family
C) Perception of action
• Socially acceptable
• Safety
• benefit> cost
39Health Promotion ( DRSSL)
Evaluation in health Promotion
Different criteria to judge effectiveness of HP intervention
Effectiveness the extent to which aims and objectives
are met
Appropriateness the relevance of the intervention to
needs
Acceptability whether it is carried out in a sensitive
way
Efficiency whether time, money and resources are
well spent, given the benefits
Equity equal provision for equal need 40
Health Promotion at a glance
 Settings (Where?) – Schools
- Work place
- Local community
 Specific health issues (Which?) - Mental health
- Communicable diseases
- Non-communicable diseases
- Violence and Accidents
 Specific population groups (Whom?) – The poor
- Young children
- Young people
- The elderly
- Women
 Health promotion activities (How?) - Supporting general condition
- Education, training
- Social mobilization
 Participators/ Observers (Who?) - Politicians, financing [Cost, benefit (short term)]
- Health promoting actors [Promising procedures of action, keeping to
HP principles (Ottawa,etc.)]
- Scientists [Measurement of results, evaluation of effects, process
evaluation]
- Population [Orientation towards real needs, possibilities of
participation]
41
Conclusion
•Health Promotion needs commitment and
support from everybody
•Health workers alone is not enough to
change the community behaviour
42Health Promotion ( DRSSL)
Religion and Health (The Salutogenic Effect)
Religious
dimensions
Pathways Mediating
factors
Salutogenic
mechanisms
Religious
commitment
Health –
related
behavior
and
lifestyle
Avoidance of
smoking,
Alcohol, drug
use, poor
diet, unsafe
sex, etc
Lower disease
risk &
enhanced
well-being.
Involvement
&
fellowship
Social
support &
Networks
Relationships
friends &
family.
Stress-
buffering,
coping and
adaptation
43
Religion and Health
Figure 1: Pathways
of ‘Islamic Health
Theory’
Quran & Ahadith
Five Pillars
of Islam
Elements
of Faith
Islamic
Jurisprudence
Salutogenic
Mechanism
Sense of
coherence
Predisposing &
Enabling factors
Behavior
Healthy Lifestyle 44
HEALTH PROMOTION
ACTIVITIES
IN
MALAYSIA
45Health Promotion ( DRSSL)
HEALTH PROMOTION ACTIVITIES IN MALAYSIA
46Health Promotion ( DRSSL)
HEALTH PROMOTION ACTIVITIES IN MALAYSIA
47Health Promotion ( DRSSL)
HEALTH PROMOTION ACTIVITIES IN MALAYSIA
48Health Promotion ( DRSSL)
HEALTH PROMOTION ACTIVITIES IN MALAYSIA
49Health Promotion ( DRSSL)
HEALTH PROMOTION ACTIVITIES IN MALAYSIA
50Health Promotion ( DRSSL)
HEALTH PROMOTION ACTIVITIES IN MALAYSIA
51Health Promotion ( DRSSL)
HEALTH PROMOTION ACTIVITIES IN MALAYSIA
52Health Promotion ( DRSSL)
53Health Promotion ( DRSSL)
54Health Promotion ( DRSSL)
HP activities on Dengue Prevention
55Health Promotion ( DRSSL)
56Health Promotion ( DRSSL)
References
1) Agency, P. H. (July 6). Health promotion theories and models.
from
http://www.healthpromotionagency.org.uk/Healthpromotion/Healt
h/section5.htm
2)Ewles, L., & Simnett, I. (2003). Promoting Health. A Practical
Guide: Bailliere Tindall
3) Gorin, S. S., & Arnold, J. (2006). Health Promotion in Practice:
Jossey Bass
4) WHO. Health Promotion. from
http://www.who.int/healthpromotion/en/
5). Islam and health promotion By Aisha Omar Maulana, MPH.
57Health Promotion ( DRSSL)
For More Information
1. Cottrell, R. R., Girvan, J. T., & McKenzie, J.
Health Promotion and Education (3
rd
Edition ed.). Boston: Benjamin Cummings.
2. Tones, K., & Tilford, S. (2001). Health equity (3rd Edition ed.). Cheltenham: Nelson
Thornes
3. Kiger, A.M (2004). 3. Kiger, A.M (2004). Teaching for health (3rd
Edition) Churchill
Livingstone
4.Naido, J., &Wills, J. (2007). Health Promotion Foundations for Practice (2nd
Edition)
Royal College of Nursing
5. Elaine M. Murphy, “Promoting Healthy Behavior,” Health Bulletin 2 (Washington,
DC: Population Reference Bureau, 2005). Available online at www.prb.org
http://www.who.int/healthpromotion/conferences/previous/ottawa/en/index1.html
• http://www.vichealth.vic.gov.au/Publications/VCE/Defining-health-promotion.aspx
• uqu.edu.sa/.../Lecture%2053Models%20of%20Health%20Promotion.pp
• https://www.google.com/search?
newwindow=1&site=&source=hp&q=caplan+and+holland+1990&oq=Caplan+and
+Holland+&gs_l=hp.1.0.0l3j0i22i30l5.8022.16553.0.20230.19.14.0.5.5.0.238.1239.
11j2j1.14.0....0...1c.1.32.hp..0.19.1304.7i1RYgF9Bpk
• (Health Promotion :Perspective of Malaysian Health Promotion Board
• My Sihat)http://sehat.perkeso.gov.my/panelclinichtml/APS2013/lpkm.pdf 58
59
60Health Promotion ( DRSSL)

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1. dr swe swe latt health promotion

  • 1. Dr. Swe Swe Latt M.B.,B.S, M.Med.Sc (Public Health) Lecturer Community Medicine Department KOM
  • 2. 2 At the end of this lecture, students should be able to: 1. Define health promotion 2. List the five principles of Ottawa charter 3. Describe the importance of HP 4. Describe and explain approaches used in health promotion 6. Correlate Islamic perspective on Health Promotion 7. HP activities in Malaysia Health Promotion ( DRSSL)
  • 3. HEALTH? Dimensions of Health? Factors influencing on Health? Promotion, Protection, Prevention? 3Health Promotion ( DRSSL)
  • 4. Factors Influencing on health Human rights Biological Justice Gender Inf & com Science &Tech Aging of pop Socio-cultural Health system Socio- economic Environmental Behavioral communiti es Societies Families Individual
  • 5. Health promotion Health protection Disease prevention Developed in healthy people related to individual lifestyles (more healthy LS) Eg: 1.physical activity 2.Nutrition 3.Sexuality 4.Tobacco/ antismoking 5.Alcohol and drug use 6.Oral health 7.Mental health and mental disorders 8.Violent and abusive behavior Actions: educational and community-based programs (encourages well-being) (health education and spe interventions) Focus on Environmental and regulatory measures -Protection on large population groups Eg: 1.unintentional injuries 2.Occupational safety and health 3.Env health hazards 4.Food and drug safety 5.Fluoridation of water for oral health 6.Industrial chemicals 7.Exposure to lead 8.Air pollutants 9.Radon 10.Pesticide residues (desire to avoid illness) Avoidance of illness and agents of illness Primary Secondary Tertiary ( take action to thwart the disease process) 5 Health Promotion ( DRSSL)
  • 6. Period of Pre-Pathogenesis Period of Pathogenesis DeathDisease Process LEVELS OF PREVENTION MODES OF INTERVENTION PRIMARY PREVENTION SECONDARY PREVENTION TERTIARY PREVENTION Disability Limitation RehabilitationEarly Diagnosis & Prompt Treatment Health Promotion Specific Protection Before Man is Involved Agent Bring agent and host Together or produce a Disease provoking stimulus Host Environment In the Human Host Interaction of host and stimulus Host Reaction Early Pathogenesis Discernible early Lesion Advance Disease Convalesence RECOVERYStimulus or agent becomes established and increases by multiplication Tissue & Physiologic changes Immunity & Resistance Disability Defect Chronic State Signs & Symptoms Illness Clinical Horizon The Course of disease in man 6 Health Promotion ( DRSSL)
  • 7. Definition “Health promotion is the process of enabling people to increase control over & to improve their health.” Ottawa Charter for HP (WHO, 1986) ‘Health promotion is any combination of educational, organizational, economic and environmental supports for actions conducive to health” (Green & Kreuter, 1991) 7
  • 8. A Framework for Health Promotion Activities 8
  • 11. The Ottawa Charter for Health Promotion First International Conference on Health Promotion, meeting in Ottawa, 21 November 1986 •Uses Health Promotion to summarize new approaches to Public health intervention based on 5 principles 11Health Promotion ( DRSSL)
  • 12. Principles of Ottawa Charter 12Health Promotion ( DRSSL)
  • 13. 1. Develop Personal Skills • supports personal and social development through providing information, education for health, and enhancing life skills • Enabling people to learn, throughout life • facilitated in school, home, work and community settings • Action -through educational, professional, commercial and voluntary bodies institutions 13Health Promotion ( DRSSL)
  • 14. 2. Strengthen Community Actions • empowerment of communities - their ownership and control of their own endeavours and destinies • Community development to enhance self-help and social support • strengthening public participation in and direction of health matters • requires full and continuous access to information, learning opportunities for health, funding support 14Health Promotion ( DRSSL)
  • 15. 3. Create Supportive Environments • links between people and their environment constitutes the basis for a socioecological approach to health • Work and leisure should be a source of health for people. • Creation of the society of healthy work organization • Health promotion generates living and working conditions that are safe, stimulating, satisfying and enjoyable. 15
  • 16. 4. Build Healthy Public Policy • puts health on the agenda of policy makers in all sectors and at all levels, directing them to be aware of the health consequences of their decisions and to accept their responsibilities for health 16Health Promotion ( DRSSL)
  • 17. 5. Reorient Health Services • Reorienting health services also requires stronger attention to health research as well as changes in professional education and training. • lead to a change of attitude and organization of health services which refocuses on the total needs of the individual as a whole person 17
  • 18. Health Promotion Emblem The main graphic elements of the HP logo are: a. one outside circle, b. one round spot within the circle, and c. three wings that originate from this inner spot, one of which is breaking the outside circle. 18 Health Promotion ( DRSSL)
  • 19. The Health Promotion emblem and its interpretations in successive conferences • Ottawa 1986 • Adelaide 1988 • Sundsvall 1991 • Jakarta 1997 • Mexico 2000 • Bangkok 2005 • Nairobi 2009 19
  • 20. 1. UK: In equalities in health overall health status – improved  Inequalities in health still exist! - Gap between less well – off vs. better – off social groups tend to increase • People in the upper classes had a greater chance of avoiding illness & staying healthy than those in the lower class • Gender differences: men vs. women 20 Why do we need to do health promotion? Health Promotion ( DRSSL)
  • 21. European Public Health Association •Inequalities in health exist in all European countries. In many cases, evidence that exists shows the gap between the rich and poor is increasing. •Many European countries do not record deaths by socio- economic categories, but years in higher education is widely taken to be a proxy for social advantage. •In Netherlands, if the risk of dying from a heart attack is 1.00 for people with a university education, the relative risk (RR) for Dutch people without a secondary school diploma is 2.40 http://www.epha.org/a/547 21 Health inequalities according to educational level in different welfare regimes: a comparison of 23 European countries Health Promotion ( DRSSL)
  • 22. Economic Status and Health in Childhood: The Origins of the Gradient • Children from lower-income households with chronic health conditions have worse health than do children from higher-income households. http://www.nber.org/papers/w8344 22Health Promotion ( DRSSL)
  • 23. 2. Changing disease pattern eg: CD to NCD, emerging diseases 3. Rising health care cost - continuous rise of investments in research & development - adoption of the latest technologies to deal with the rapid emergence of new & complicated illnesses 23Health Promotion ( DRSSL)
  • 24. 4. Role of population in improving health - Dengue, Typhoid 5. Limitation of medical services from health threats – from environment (air/ water pollution) , lifestyle 6. Shift in health care delivery – wellness paradigm 24Health Promotion ( DRSSL)
  • 25. 25 Treatment paradigm  brings a person to the neutral point, where the  symptoms of disease have been alleviated Wellness paradigm which can be utilized at any point on the continuum, helps a person to move toward higher level of wellness Health Promotion ( DRSSL)
  • 26. FIVE APPROACHES TO HEALTH PROMOTION 26Health Promotion ( DRSSL)
  • 27. Approaches to health promotion • Medical or preventive Approach • Behaviour change Approach • Educational Approach • Empowerment Approach • Societal change Approach 27Health Promotion ( DRSSL)
  • 28. Five Approaches to Health Promotion Summary and Example (smoking) Approach Aim Health promotion activity Important values Example - smoking Medical Freedom from medically defined disease and disability such as infectious d/ss, Ca and heart d/s. Eg. Immunization Screening for HT PAP smear Promotion of medical intervention to prevent or improve ill health Patient compliance with preventive medical procedures Aim- freedom from lung d/s, heart d/s and other smoking –related disorders Activity- encourage people to seek early detection and treatment of smoking- related disorder 28
  • 29. Five Approaches to Health Promotion Summary and Example Approach Aim Health promotion activity Important values Example - smoking Behaviour change Individual behaviour conductive to freedom from disease Attitude and behaviour change to encourage adoption of ‘healthier’ lifestyle Healthy lifestyle as defined by health promoter Aim- behaviour change from smoking to not smoking Activity- persuasive education to prevent non- smokers from starting and to persuade smokers to stop 29
  • 30. Five Approaches to Health Promotion Summary and Example Approach Aim Health promotion activity Important values Example - smoking Educational Individuals with knowledge and understanding enabling well- informed decisions to be made and acted upon Information about cause and effects of health- demoting factors. Exploration of values and attitudes. Development of skills required for healthy living Individual right of free choice. Health promoter’s responsibility to identify educational content Aim- Clients will have understanding of the effects of smoking on health. They will make a decision whether or not to smoke and act on the decision. Activity- giving information to clients about the effects of smoking, help them to learn how to stop smoking 30
  • 31. Five Approaches to Health Promotion Summary and Example Approach Aim Health promotion activity Important values Example - smoking Client- centered/ Empower ment Approach Working with clients on their own terms Working with health issues, choices and actions that clients identify. Empowering the client Client as equals. Client’s right to set agenda. Self- empowerment of client Anti-smoking issue is considered only if clients identify it as a concern. Clients identify what, if anything, they want to know and do about it. 31
  • 32. Five Approaches to Health Promotion Summary and Example Approach Aim Health promotion activity Important values Example - smoking Societal change Physical and social environment that enables choice of healthier lifestyle Political/ social action to change physical/social environment Right and need to make environment health- enhancing Aim- Make smoking socially unacceptable, so it is easier not to smoke than to smoke Activity- no-smoking policy in all public places. Cigarette sales less accessible to children, promotion of non-smoking as social norm, banning tobacco advertising and sports’ sponsorship 32
  • 33. Health Promotion Means Changing Behavior at Multiple Levels A Individual: knowledge, attitudes, beliefs, personality B Interpersonal: family, friends, peers C Community: social networks, standards, norms D Institutional: rules, policies, informal structures E Public Policy: local policies related to healthy practices 33 Health Promotion ( DRSSL)
  • 34. Health Promotion Tools • Mass media • Social marketing • Community mobilization • Health education • Client-provider interactions • Policy communication ( edu tools: leaflets, videotapes, bulletin boards, overhead transpancies, PPT material, chalk boards, other audiovisual support items, sms, TV, Talk) Source: Robert Hornik and Emile McAnany, “Mass Media and Fertility Change,” in Diffusion Processes and Fertility Transition: Selected Perspectives, ed. John Casterline (Washington, DC: National Academies Press, 2001): 208-39. 34
  • 35. A Flowchart for Planning and Evaluating Health Promotion 35
  • 36. Aims and Methods in Health promotion Aim Appropriate method Health Awareness goal Raising awareness, or consciousness, of health issues Talks/ Group work Mass media / Displays and exhibitions Campaigns Improving knowledge Providing information One-to-one teaching/ Displays and exhibitions Written materials/ Mass media (including internet) Campaigns/ Group teaching Self-empowering Improving self-awareness, self- esteem, decision-making Group work / Practicing decision-making Values clarification/ social skills training Simulation/ gaming and role play Assertiveness training/ counselling Changing attitudes and behaviour Changing the lifestyles of individuals Group work / skills training/ self-help groups One-to-one instruction/ Group or individual therapy Written material / Advice Societal/ environmental change Changing the physical or social environment Positive action for under-served groups/ lobbying / Pressure groups/ community development/ community- based work / Advocacy schemes/ Environmental measures / Planning and Policy making/ organisational change/ enforcement of laws and regulations 36
  • 37. Important Elements in Health Promotion o Involves all sectors e.g other government agencies, private sectors, NGOs not MOH M’sia alone o Involves whole population, aims at public participation o Addresses action on health determinants o Uses diverse, but complementary methods or approaches 37Health Promotion ( DRSSL)
  • 38. Who promotes health? Agents and Agencies of HP National Government Eg. Dept of Health Health Promotion Activities International organisations eg. WHO National and local media eg . TV, radio, newspaper, internet National voluntary organisaations and pressure groups Private preventive medical services Eg. Private health checks Professional org and trade unions Local government eg. Teachers, environmental health officers, social workers National health Service eg. National health development agencies, local heath workers Police, probation, firefighters Health and Safety Executive Local community and voluntary groups eg. Youth groups, self-help gps Workplace employers eg. Occupational health services, human resources managers Local branches of national organizations Commercial and industrial orgs, manufactures and retailers Institutions of higher leaning Eg. Universities and collages Churches and religious orgs Complementary health practitioners The informal network eg. Family, friends, neighbors 38
  • 39. Factors influencing effectiveness of HP A) Group attributes • educational level • Knowledge • Channels of communication • Confidence to act • Infrastructure • Leadership -priority B) Perception of disease • Susceptibility • Severity • Impact on finance, family C) Perception of action • Socially acceptable • Safety • benefit> cost 39Health Promotion ( DRSSL)
  • 40. Evaluation in health Promotion Different criteria to judge effectiveness of HP intervention Effectiveness the extent to which aims and objectives are met Appropriateness the relevance of the intervention to needs Acceptability whether it is carried out in a sensitive way Efficiency whether time, money and resources are well spent, given the benefits Equity equal provision for equal need 40
  • 41. Health Promotion at a glance  Settings (Where?) – Schools - Work place - Local community  Specific health issues (Which?) - Mental health - Communicable diseases - Non-communicable diseases - Violence and Accidents  Specific population groups (Whom?) – The poor - Young children - Young people - The elderly - Women  Health promotion activities (How?) - Supporting general condition - Education, training - Social mobilization  Participators/ Observers (Who?) - Politicians, financing [Cost, benefit (short term)] - Health promoting actors [Promising procedures of action, keeping to HP principles (Ottawa,etc.)] - Scientists [Measurement of results, evaluation of effects, process evaluation] - Population [Orientation towards real needs, possibilities of participation] 41
  • 42. Conclusion •Health Promotion needs commitment and support from everybody •Health workers alone is not enough to change the community behaviour 42Health Promotion ( DRSSL)
  • 43. Religion and Health (The Salutogenic Effect) Religious dimensions Pathways Mediating factors Salutogenic mechanisms Religious commitment Health – related behavior and lifestyle Avoidance of smoking, Alcohol, drug use, poor diet, unsafe sex, etc Lower disease risk & enhanced well-being. Involvement & fellowship Social support & Networks Relationships friends & family. Stress- buffering, coping and adaptation 43
  • 44. Religion and Health Figure 1: Pathways of ‘Islamic Health Theory’ Quran & Ahadith Five Pillars of Islam Elements of Faith Islamic Jurisprudence Salutogenic Mechanism Sense of coherence Predisposing & Enabling factors Behavior Healthy Lifestyle 44
  • 46. HEALTH PROMOTION ACTIVITIES IN MALAYSIA 46Health Promotion ( DRSSL)
  • 47. HEALTH PROMOTION ACTIVITIES IN MALAYSIA 47Health Promotion ( DRSSL)
  • 48. HEALTH PROMOTION ACTIVITIES IN MALAYSIA 48Health Promotion ( DRSSL)
  • 49. HEALTH PROMOTION ACTIVITIES IN MALAYSIA 49Health Promotion ( DRSSL)
  • 50. HEALTH PROMOTION ACTIVITIES IN MALAYSIA 50Health Promotion ( DRSSL)
  • 51. HEALTH PROMOTION ACTIVITIES IN MALAYSIA 51Health Promotion ( DRSSL)
  • 52. HEALTH PROMOTION ACTIVITIES IN MALAYSIA 52Health Promotion ( DRSSL)
  • 55. HP activities on Dengue Prevention 55Health Promotion ( DRSSL)
  • 57. References 1) Agency, P. H. (July 6). Health promotion theories and models. from http://www.healthpromotionagency.org.uk/Healthpromotion/Healt h/section5.htm 2)Ewles, L., & Simnett, I. (2003). Promoting Health. A Practical Guide: Bailliere Tindall 3) Gorin, S. S., & Arnold, J. (2006). Health Promotion in Practice: Jossey Bass 4) WHO. Health Promotion. from http://www.who.int/healthpromotion/en/ 5). Islam and health promotion By Aisha Omar Maulana, MPH. 57Health Promotion ( DRSSL)
  • 58. For More Information 1. Cottrell, R. R., Girvan, J. T., & McKenzie, J. Health Promotion and Education (3 rd Edition ed.). Boston: Benjamin Cummings. 2. Tones, K., & Tilford, S. (2001). Health equity (3rd Edition ed.). Cheltenham: Nelson Thornes 3. Kiger, A.M (2004). 3. Kiger, A.M (2004). Teaching for health (3rd Edition) Churchill Livingstone 4.Naido, J., &Wills, J. (2007). Health Promotion Foundations for Practice (2nd Edition) Royal College of Nursing 5. Elaine M. Murphy, “Promoting Healthy Behavior,” Health Bulletin 2 (Washington, DC: Population Reference Bureau, 2005). Available online at www.prb.org http://www.who.int/healthpromotion/conferences/previous/ottawa/en/index1.html • http://www.vichealth.vic.gov.au/Publications/VCE/Defining-health-promotion.aspx • uqu.edu.sa/.../Lecture%2053Models%20of%20Health%20Promotion.pp • https://www.google.com/search? newwindow=1&site=&source=hp&q=caplan+and+holland+1990&oq=Caplan+and +Holland+&gs_l=hp.1.0.0l3j0i22i30l5.8022.16553.0.20230.19.14.0.5.5.0.238.1239. 11j2j1.14.0....0...1c.1.32.hp..0.19.1304.7i1RYgF9Bpk • (Health Promotion :Perspective of Malaysian Health Promotion Board • My Sihat)http://sehat.perkeso.gov.my/panelclinichtml/APS2013/lpkm.pdf 58
  • 59. 59

Notas do Editor

  1. Reference : Joan Arnold Health promotion in Practice 2006 Dictionary of Public Health promotion and Education page 68
  2. presents this CHARTER for action to achieve Health for All by the year 2000 and beyond Discussions focused on the needs in industrialized countries, but took into account similar concerns in all other regions. It built on the progress made through the Declaration on Primary Health Care at Alma-Ata, the World Health Organization's Targets for Health for All document, and the recent debate at the World Health Assembly on intersectoral action for health.
  3. Added Priorities for health promotion in the 21st century: Promote social responsibility for health Increase investment for health development Expand partnerships for health promotion Increase community capacity and empower the individual Secure an infrastructure for health promotion
  4. http://onlinelibrary.wiley.com/doi/10.1111/j.1467-9566.2007.01073.x/full
  5. UN statistical health report (2011) also writes “An increasing number of countries face a double burden of disease as the prevalence of risk factors for chronic diseases such as diabetes, heart diseases and cancers increase and many nations still struggle to reduce maternal and child deaths caused by infectious diseases. http://www.duodecim.fi/kotisivut/sivut.nayta?p_sivu=143253 2. It was previously thought that, as countries develop, noncommunicable disease replaced communicable disease as the main source of ill-health. However, there is now evidence that the poorest in developing countries face a triple burden of communicable disease, noncommunicable disease and socio-behavioural illness. At present, lifestyle and behaviour are linked to 20-25% of the global burden of disease. (http://www.who.int/trade/glossary/story050/en/) WHO - Health Transition
  6. (Jennie Naidoo and Jane Wills) For healthy eating – aim – to identify those at risk from disease Methods- Primary health care consultant Eg- measurement of body mass index
  7. For healthy eating – aim – to encourage individuals to take responsibility for their own health and choose healthier lifestyles. Methods- persuasion through one-to –one advice information , mass campaigns, eg. “Look after Your Heart” dietary messages
  8. For healthy eating – aim – to increase knowledge and skills about healthy lifestyles Methods- information exploration of attitudes through small group Development of skills, eg’. Women’s health group
  9. For healthy eating – aim – to work with clients or communities to meet their perceived needs Method-adovocacy negotiation networking faciliation eg. Food co-op , fat women’s group
  10. For healthy eating – aim – to address inequalities in health based on class, race, gender, geography Methods; development of organizational policy eg- hospital catering policy Public health legislation eg ; food labelling lobbying fiscal controls eg. Subsidy to farmers ro preoduce lean meat
  11. Health-related behaviors are affected by, and affect, multiple levels of influence: intrapersonal or individual factors, interpersonal factors, institutional or organizational factors, community factors, and public policy factors. Individual factors are individual characteristics such as knowledge, attitudes, beliefs, and personality traits that influence behavior. Interpersonal factors are interpersonal processes, and primary groups including family, friends, and peers that provide social identity, support, and role definition. Institutional factors are rules, regulations, policies, and informal structures that may constrain or promote recommended behaviors. Community factors are social networks and norms or standards that exist formally or informally among individuals, groups, and organizations. Public policy factors are local, state, and federal policies and laws that regulate or support healthy actions and practices for disease prevention, early detection, control, and management.
  12. Most health planners use a combination of theory-based approaches and tools to promote positive behavior change. No single approach is likely to produce significant or sustainable change. For example, in the case of developing countries’ fertility transition to smaller families, mass media played a contributory role but only as part of a complex social process rather than as an independent effect. Multiple channels over time provide reinforcing messages that produce interpersonal discussion among more and more people and eventually result in a change in social values and behavior. Health promotion tools include: mass media, social marketing, nationwide and intensive community mobilization, health education, client-provider interactions in health facilities, and policy communication.
  13. Ref: Linda Ewles Promoting health – page - 84
  14. Linda ewles: Promoting health page- 91
  15. Salutogenic= The term describes an approach focusing on factors that support human health and well-being, rather than on factors that cause disease- is concerned with the relationship between health, stress, and coping. By Aisha Omar Maulana, MPH. Several studies have shown a positive correlation between religiosity and subjective health. Levin and Vanderpool (1987) analyzed 28 such studies, and found a consistent, though small, relationship, with other variables controlled. This correlation as is known, is not an accurate indication of physical health, however other researches have shown as well a positive effect of religion on objectively measured health. There have been numerous studies of the relation between religion and morbidity, and effects have been found for all the major diseases, including heart disease, strokes, several kinds of cancer, colitis and enteritis (Levin, 1996). Levin (1996) shows the possibility of the salutogenic link between religion and health. See table on slide for some of his examples: For more examples given by Levin on this see the following website and look for the journal noted under the reference list: http://www.sciencedirect.com/science?_ob=JournalURL&_issn=02779536&_auth=y&_acct=C000024558&_version=1&_urlVersion=0&_userid=499911&md5=b3686f9428b804311b42f3827fde8558 References: Levin, J. S. & Vanderpool, H. Y. (1987). Is frequent religious attendance really conducive to better health? Toward an epidemiology of religion. Social Science Medical Journal, Vol 43, No 7, 589-600. As quoted in Beit-Hallahmi, B. & Argyle, M. (1997). The psychology of religious behavior, Belief & Experience. London. Routledge.   Levin, J. S. (1996). How religion influences morbidity and health: Reflections on natural history, Salutogenesis and host resistance. Social Science Medical Journal, Vol 43, No 5, 849-864.
  16. By Aisha Omar Maulana, MPH. An in-depth review of literature shows that not much has been written in English language on the relationship between health behavior and Islam. Still a search on the Internet has shown several attempts by Muslims and non-Muslims to document various relationships between Islam and contemporary health. Ruck (2002), a health and development consultant from the UK has written an Internet based lecture on child health and Islam. In it she describes Islamic ideas in relation to Community Health Promotion, which include.   Zat al Bain: essential bonds within a community Fard –El Kifaya: Collective duty to care about others   De Leeuw and Hussein (1999) looked at the five action areas of the Ottawa charter and demonstrated their link to Islamic concepts of ‘Da’wah’, ‘Shari’ah’,’ Shuura’, ‘Hisba’ and ‘Waqf’. These notions, which show how Islam tries to establish a mechanism to care for each other in a community, are part of three major concepts in Islam, namely the five pillars of Islam, Elements of ‘Imaan’-Faith and Islamic Jurisprudence. These three concepts can be said to be the basis for an “Islamic Health Theory” (See figure 1 on slide). The figure shows how the Islamic concepts built upon the Quran and Ahadith could influence behavior through various determinants and ultimately leading to a healthy lifestyle which contributes to health as proven by various empirical studies. Obedience to the various concepts of Islam, based on Milgram’s experiment as described by Sabini (1992), is the assumption one has to take in applying this theory for health promotion interventions. References: De Leeuw, E. & Hussein, A. (1999). Islamic health promotion and interculturalization. Health Promotion International, Volume 14 No 4, 347-353. Ruck, N. (2002). Child Care in Islam:Lessons for health promotion. Islamic supercourse lectures. http://www.pitt.edu/~super1/lecture/lec4981/index.htm