Week 4 Lecture administrative of sport education

Sport education

1. Lecture # 17
Approaches for Health  
Promotion and Behavior  Change
Dr. Sweety Suman Jha, MBBS, MD
Senior Resident (Community Medicine)
Dr. B. C. Roy Multi-Speciality Medical
Research Centre,
Indian Institute of Technology Kharagpur
Email: [email protected]

2. •Five approaches to Health Promotion
•Environment based approaches to behavior change
•Policy based approaches to behavior change
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3. • Preventive approach
• Behavioral approach
• Social Change approach
• Social norm
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4. Five  approaches to Health Promotion
1. Medical or Preventive Approach
Aims to reduce premature death by targeting the whole populatio n or
groups who are at higher risk of developing disease.
This approach can operate at three levels:
• Primary prevention – preventing the onset of disease
• Secondary prevention – attempting to prevent disease progressin g
• Tertiary prevention – seeking to mitigate harm in people who have
already developed disease
This understanding of health does not take into account the soc ial and
environmental context in which disease takes place.
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5. Five  approaches to Health Promotion
2. Behavioral Approach
Also known as the behavior change approach, makes the
fundamental assumption that healthy lifestyles are crucial to
maintaining good health.
Healthcare professionals who adopt the behavioral approach in t heir
practice seek to provide individual patients with information
concerning their unhealthy lifestyle behaviors and motivate the m to
change.
Motivate people to adopt healthy lifestyle behaviors.
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6. Five  approaches to Health Promotion
3. Educational Approach
Assumes that increasing people’s knowledge about their health w ill
lead to healthier behavior. It does not seek to attempt to moti vate the
individual to change their behavior in a specific direction.
The focus of the educational approach is on learning and compri ses
three aspects:
Cognitive - addresses people’s understanding concerning a health
topic.
Affective - considers an individual’s feelings and attitudes tow ards a
health topic.
Behavioral - concerned with people’s skills.
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7. Five  approaches to Health Promotion
4. Empowerment Approach
Within the context of health promotion, empowerment can be
understood as ‘a process through which people gain greater cont rol
over decisions and actions affecting their health’.
An empowerment approach seeks to enable individuals and social
groups to express their health-related needs and have greater
involvement in decision-making regarding their health.
Idea is premised on helping people or communities to identify t heir
own health concerns, gain the skills and make changes to their lives
accordingly.
Facilitates individuals and communities to highlight their own health
priorities and providing them with the resources (i.e. skills a nd
confidence) to enable change.
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8. Five  approaches to Health Promotion
5. Social Change Approach
Focuses on making changes to the physical, social and economic
environment to increase their health promoting capacity.
Approach is based on the notion that to promote positive health it is
necessary to tackle and diminish social and health inequalities.
Assumes that if the healthier choice is made the easier choice, it will
become increasingly realistic for individuals to make decisions to
improve their health and wellbeing.
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9. Environment based approaches to behavior change
Social norms as environmental guides to behavior
Descriptive norm: Refers to who is doing what, or to how many others are
engaged in a certain behavior. For example, a perceived descrip tive norm
might include the percentage of university students that a part icular person
believes drinks lots of alcohol on regular occasions.
Injunctive norm: Refer to what others consider to be acceptable or
unacceptable behavior. Perceived injunctive norm guide behavior by
signaling what is acceptable, appropriate or valid behavior .
One may see many of his peers smoking cigarettes (descriptive n orm), but
his family would strongly disapprove (injunctive norm) if they were to
discover him smoking.
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10. Environment based approaches to behavior change
Socio-economic status (SES) as key environmental variable:
• SES refers to the social standing of an individual or group in the
social hierarchy, and is measured by factors such as income,
education and occupational classification.
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11. Policy based approaches to behavior change
The approaches that fall under the category of policy-based
interventions are generally of two types:
Informational strategy: Focused on getting people to think more about
their choices, or to be aware of the benefits of certain choice s or the
dangers of the other choices.
Changing the market environment: More difficult and expensive b ut
tend to be quite effective in producing changes to behavior an d other
desired psychological outcomes.
Making behaviors illegal (e.g., for seat belt), changing pricin g (e.g., for
alcohol and tobacco), and requiring health warnings (e.g., for fat
consumption, smoking) have been shown to be effective means of
changing a range of health behaviors.
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12. Policy based approaches to behavior change
Social marketing tries to influence behavior by offering people tangible
and social benefits, by reducing barriers and constraints, and by using
persuasion in targeted or personalized ways to create behavior change.
Social marketing strategies and interventions have been develop ed and
used in a variety of countries and cultures, and for an array o f health
behaviors.
According to this approach, researchers and practitioners shoul d
examine and understand the values and beliefs that motivate and
underlie a variety of health behaviors, so that those values an d beliefs
can be targeted in creating messages or interventions that have the
greatest likelihood of effecting change.
Social marketing is about getting people to ‘buy’ the better be havior.
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•One important outcome of the educational approach is ‘health li teracy’.
•Medical or Preventive approach operates at three levels (Primary,
Secondary and Tertiary prevention).
•Various aspects of the environment might be expected to influence our
behavior.
•The core of the social marketing approach is applying known and proven
techniques of influence in consumer behavior to encourage or promote
change in health behaviors.

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RESOURCES
• Foundations for Health Promotion E-Book [Internet]. Google Boo ks. 2009.
Available from:
https://books.google.co.in/books/about/Foundations_for_Health_Promotion_
E_Book.html?id=zGYOZw8EOssC&redir_esc=y
• Prestwich A, Kenworthy J, Conner M. Health Behavior Change – Theories,
Methods and Interventions. Routledge; 2018

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