Health Promotion in Health and Social Care

BTEC HND Health and Social Care

Table of Contents

Introduction

Task 1

1.1 The effects of socioeconomic influences on health

1.2 The relevance of government sources in reporting on inequalities in health

1.3 The reasons for barriers to accessing Healthcare

Task 2

2.1 The links between government strategies and models of health promotion

2.2 The role of professionals in meeting government targets for health promotion

2.3 The role of routines in promoting healthy living

Task 3

3.1 Explain how health beliefs relate to theories of health behaviour.

3.2 Discuss the possible effects of potential conflicts with local industry on health promotion

3.3 Explain the importance of providing relevant health related information to the public

4.1 Plan a health promotion campaign to meet specific objectives

4.2 Explain how the health promotion campaign supports health promotion strategies

Conclusion

References

Introduction

The following report will contain the answer for health care promotions assignments that consists of three main tasks. In the first task, the socio economic factors related to health, government information sources with relation to health care inequalities and the barriers for health care services will be identified and explored. The second task will focus on relationship between government strategies of health and models of health promotions. The role of the professionals with regards to smoking cessation will also be discussed. The final task will focus on health beliefs, the effects of potential conflicts with industries on health promotions and also a plan for health promotion campaign will be provided.

Task 1

1.1 The effects of socioeconomic influences on health

Socio – economic factors include both social related and economic related factors that influence people on different grounds with regards to health promotion or demotion. Some examples for socio economic factors include educational level, income level, sleeping pattern, housing facilities, prices of food and beverages and cost of living. These factors can impact differently on health level of people in a community.

A clear socio – economic influence on health can be seen in the London Borough of Newham when the Health Deprivation index and the unemployment rates are considered. According to the statistics, Newham holds an unemployment rate of 14% which is one of the highest rates in London by year 2014. And consequently, Newham has also rated 3^rd in the Multiple Deprivations index in the London local authority. This information can be used to draw the connection between unemployment and deprivation. For an unemployed person, there is no sufficient source of money to buy food, provide shelter or to afford health services (NHS, 2016). Due to unemployment, people will tend to consume unhealthy food items that do not contain necessary nutrition needed for the body. This will make then prone to diseases such as heart problems, diabetes and obesity (NHS, 2016).

The education level of the London borough of Newham is lower when compared other areas of London which has resulted in higher unemployment rates in the borough (NHS, 2016). As a result of lower level of education, health problems such as depression and other mental problems have been increased in the area. These mental problems also lead to smoking, taking drugs and other substances as well. Usage of drugs using needles causes more infections to be carried by person to person, which makes the problems worse.

When people cannot afford proper housing facilities, they will live in over-congested housing facilities where lower hygiene and cleanliness will be there. This will cause health risks of tuberculosis, skin problems and respiratory problems. Therefore, it can be distinguished that socio – economic factors play a large role in promoting health of people.

1.2 The relevance of government sources in reporting on inequalities in health

The government of UK has taken several steps to identify the inequalities in health and social care services that are provided to people and thereby to take necessary actions to reduce those inequalities. In equalities in health care can be identified as the differences or anomalies that can be seen in availability of health and social care services. Some examples for government sources which were used to report inequalities in health care include the Acheson Report, The Black Report, Health Survey for England (HSFE) and Health and Lifestyle Survey (HALS).

The Black Report was published in year 1980 which has the topic of “Inequalities in Health”. The Black Report was prepared to identify the inequalities that exist in the health care services and why the National Health Service (NHS) was not able to reduce the anomalies in the health care services. The Black Report provided evidence to identify that there are inequalities of receiving health care services to people depending on their social class and status (Socialist Health Association UK, 2016).

The Acheson report which was published in 1998 by Donald Acheson had similar intentions as the Black Report. The Acheson survey was focused on investigating the contributory factors of health with the aid of Layers of Influence model. The recommendation part of this report had given suggestions and policy recommendations for the government to take actions for health inequality problems that are faced by communities (Equality rights¸ 2016). The Acheson report discovered that Poverty is one of the main factors that had created inequalities in health. Followed by poverty, the social class differences had also caused the health service anomalies to be widened.

Figure 1: The health care inequality growth

Source: Office for National Statistics, 2009

As shown in the above report, it was also identified that health inequality gap between social classes keeps increasing with time and the report recommended taking sustainable policy actions to reduce the health inequality gaps. The report contained 39 policy suggestions for the government in terms of health service, taxation and agriculture to reduce the health service anomalies (WHO, 2016).

The HALS is another survey that is conducted by the NHS and it is supported by local health care agencies and general practitioners in the country. The HALS aims to gather information regarding general physical health, lifestyle behaviours of people, mental health and effectiveness of the health care services as opposed to individual socio-economic factors.

1.3 The reasons for barriers to accessing Healthcare

The barriers of accessing health care services are connected with health care services inequalities in communities. When there are more barriers for health service, there is a higher possibility of having health services inequalities in that community.

The cultural background of people plays a major role when creating barriers for accessing health care services. For example, the Gypsy/ traveller communities have their cultural practices where they do not disclose private information to third parties or to people from opposite gender which prevent them from receiving general practitioner (GP) services. And as the GPs and staff do not usually have fully understood their culture, the staff cannot facilitate the health services in the way they expect (Holland and Hogg, 2001). Due to these restrictions, some cultural people may access health care at the most critical point where the conditions may have worsened and dangerousness of disease has increased (Equality rights, 2016).

 Physical barriers such as disabilities also cause barriers for people to access health service. When there are no disability supportive building structures such as wheelchair paths, lifts and handicap parking access, those who have difficulties will be reluctant to come to the health care institutes and receive services (WHO, 2016). For example, disabled women face difficulties when facing for breast or cervical screening where they need to stand for mammography machines and examination beds.

The financial problems also prevent people from accessing health as they cannot afford some types of services such as expensive chemotherapy for cancer etc. When people have relatively low incomes, it has been noted that they tend to ignore service such as dental services and dispensing prescriptions due to financial difficulties.

Task 2

2.1 The links between government strategies and models of health promotion

The health promotions models can be identified as a set of principles and theories that have been developed by health care professionals in order to support the creation of health promotion policies and practices. These health promotion models help to develop policies and programmes that enhance health and well – being of people. Some of the health promotion models that have been used by the government when creating their strategies are Becker model (1974), Tannerhill and Downie model (1996), Tones and Tilford (1994), Beattie (1991) and Caplan and Holland (1990).

Tobacco usage, specifically through smoking is identified as a public health challenge that is responsible for about 80,000 lives lost every year in England. As smoking is a threat for both the smoker and those who are surrounded, the government has created strategies to prevent the risks of smoking which links to the Becker (1974), Caplan and Holland model (1990) and the Tannahill and Downie (1996) health promotion models.

The Tobacco Advertising and Promotion Act of 2012 is one the government strategies that aim to prevent cigarettes being advertised in public, setting price regulations for tobacco product and prevent minors from buying cigarettes. It further helps informing the public about negative effects of smoking by adding informative images on cigarette pack covers (Pamela and David, 2009). Therefore, this strategy implemented through the above act can be identified to have linked with Becker (1974) health model which is based on influencing people evade behaviours that cause negative health effects.

The Caplan and Holland model of 1990 has the intention of educating people about the impact of negative health behaviours and empowering the public with knowledge so that they can evaluate their own health behaviours and take actions. By following this model, the government has regulated to include disturbing graphical images on cigarette packets so that smokers are aware of the consequences of their actions and be influenced to quit smoking. It is also noted most smokers have started smoking at young ages and by increasing awareness, the number of young people who start smoking will reduce, following the Caplan and Holland model.

The Public Health Act of 2009 has provided regulations to ban smoking in public, which is linked to the theory of Tannahill and Downie 1996 model where it is said that when there are smokers to be seen, it will cause a behavioural change to the public. And most importantly, it also saves the passive smokers being exposed to cigarette smoke which protects lots of people who become victims of passive smoke.

2.2 The role of professionals in meeting government targets for health promotion

Smoking has been one of the health threats that are responsible for large number of direct and indirect deaths in the UK since decades. However, these smoking related diseases are categorised as preventable diseases due to that reason that smoking is a personal behaviour that can be changed. Therefore the government takes numerous efforts to reduce the number of smokers in the country and thus reduce the smoking related deaths, reduce passive smoking effects and decrease the health expenses spent on smoking related diseases. These principles follow the Becker (1974) health model which emphasizes that health promotion specialists need to be committed for building capacity to facilitate health promotion activities (Government UK, 2016).  

As a Smoking Cessation Officer (SCO) who has been appointed by the government to reach those goals, I have a wide range of roles and responsibilities that could help reduce the number of starting smokers, help people quit smoking, reduce the number of smokers in a given area and support medical services provided for smoking related health threats.

As the SCO, one of the objectives I have is to educate both smokers and non-smokers about the negative impacts of smoking and using other tobacco based substances. This objective can be achieved by organising educational programmes, organising lecture programmes, distribution of informative leaflets and conducting counselling sessions. These educational programmes can be organised schools centred so that young people will be saved from starting smoking at young ages (Government UK, 2016). The lecture programmes can be supported with resource persons from external parties such as hospitals so that there will be more effective awareness sessions.

For the purpose of supporting smokers quit smoking, I can play a responsible role by arranging nicotine replacement therapies, supporting the smokers to quit smoking and performing follow up visits to smokers. These actions have been defined by the smoking cessation guidance for commissioners through national guidelines. Further to that, arranging alternative treatment for smokers, such as nicotine replacement therapies and focus group session facilitation (Fitness blender, 2016).

Further to those activities, I can play my role in making sure that all people in the community have access to these health care programmes and smoking cessation support programmes. As the SCO, I will identify the demographic segments which haven’t been included in the health care programmes and make sure they’re included in the future programmes for effectively reaching government targets. By following those principles, I as the SCO can help the government objective of reducing the smokers in the area to be achieved in the most efficient and cost effective manner. The other professionals in the health and social care industry such as doctors and counsellors also help in the process of smoking cessation in the local area. The doctors participate as resource persons in the smoking cessation seminars and other programmes to increases awareness among people to avoid become smokers and provide smoking cessation support for the smokers who want to quit. I work with these professionals in organising the smoking cessation campaigns and awareness programmes.

2.3 The role of routines in promoting healthy living

There are lots of routine activities that promote healthy living of people. For example, daily exercises, personal hygiene, proper sleep and having healthy diet are some of the routine activities that help people to stay healthy and be free of diseases. Further to them, avoiding harmful routine activities such as smoking, using other harmful substances and drinking alcohol will also help the individuals to be free of diseases.

Personal hygiene is an important part of every person’s life, especially with regards to smokers as well. When people stay hygiene by brushing teeth, having regular baths and by following a healthy diet, there is a less risk for them to be contacted by diseases. Smokers were encouraged to brush their teeth more regularly as the smoke can harm the teeth and accelerate decay. Smoke also cause bad odour from smokers, from their breath and also from clothes (Fitness blender, 2016). Therefore it is important to maintain personal hygiene so that many health matters can be avoided.

Daily exercises and physical activities are also important part of routine activities. Daily activities will help to regulate the blood circulation, reduce high blood pressure, reduce the risk of heart attacks and make people feel more fit and relaxed subsequently. For the people who have stopped smoking, engaging with physical exercises is an ideal method to gain their physical fitness back to normal status as their body parts, especially lungs have been damaged by smoking. 

A balanced and nutrient diet will provide all required vitamins, proteins, carbohydrates and other substances for the body. This nutrition is important for the human body to maintain and repair the bodily organs. Bad health habits such as smoking causes the resting metabolism to be increased which causes people to burn more calories when they are resting and cause to increase the blood pressure too (Fitness blender, 2016). With the combination of balanced diet and physical exercises, the people who have quit smoking will be able to gain their physical health back to the status where it was before they started smoking. As the officer who has been appointed for Smoking Cessation, I will promote healthy physical activities and other mentioned routine activities along with the smoke cessation programmes to receive higher effectiveness and reach the smoking cessation goals more efficiently.

Task 3

3.1 Explain how health beliefs relate to theories of health behaviour.

There are several theories of health behaviour which have expressed different theoretical concepts about how people acquire health behaviours. The health behaviour theories can be linked with the health beliefs people have and the health beliefs they take in to action in their daily life. The Health Behaviour Model (HBM) of Becker 1974, the Theory of Reasoned Actions by Ajzen and Fishbein 1980 and the Health Action Model are three famous health behaviour models that can be linked with health beliefs.

According to Becker’s health behaviour model, it is said that a person can change their health beliefs by improving their knowledge which makes them able to evaluate the options and choose the correct one. For example, a person who smokes and is not fully aware about the negative impacts smoking brings to him will believe that smoking is not bad for him. But after educating that person about the negative impacts of smoking, he will be able to decide that his belief regarding smoking was wrong and that smoking brings only negative impacts (Graham and Steven, 2008). This health model bases six concepts, perceived susceptibility, perceived severity, perceived benefits, perceived barriers, cues to action and self-efficacy. With each concept, the models aim to provide information to people regarding their vulnerability to health threats, when and how they should take action, reduce the barriers of services, increase awareness and provide reinforcement.

The Theory of Reasoned Action Model has expressed the idea that a person’s attitude, social background and their control over their own behaviour affect their need to adopt a new health belief. For example, when smoking cessation is considered, when a person who smokes gets constantly advised by his close family members, friends and relatives to quit smoking, when the smoker is taught about the negative impacts of his behaviour and when he is taught about the alternative options he has for smoking, the person will gather reasons to change his belief regarding smoking (Lishman, 2007).

The Health Action Model carries a similar theory where it says that the self – esteem of a person can be a motivation for him to change negative behaviours. It has further described that, things such as peer pressure, motivation to conform and assessment of costs and benefits of an action. When smoking cessation is considered, a smoker will think about how others will feel when others identify him as a smoker and with his high self – esteem he will identify that being marked as a smoker will cause his esteem to be lowered. Due to that, the smoker will try to take actions to quit smoking (Naidoo and Wills, 2007).

All these models show that health beliefs of people are linked to the health models in different way and that those models can be used in different way to manipulate the beliefs of people towards healthy actions.

3.2 Discuss the possible effects of potential conflicts with local industry on health promotion

There can be various types of conflicts between different types of regulatory agencies and other institutions with regards to smoking cessation in the Newham area. When the conflicts are considered, one of the major conflicts that arise will be between the government and the tobacco companies.

For example, when the government creates rules and regulations to prevent cigarette advertising and promotion, the tobacco companies lose a large amount of their customer base and they will no longer be able to make their customers be aware of their products. Therefore the business of the tobacco companies will be restricted and disturbed, both directly and indirectly with smoking cessation related policies and regulations. In this regard, the tobacco companies may face conflicts with the government as the government policies and regulations are restricting their business which is a legal business according to the business constitution. Therefore the government will not be able to make strict rules and regulation that could prevent tobacco companies doing their business.

Another conflict the government will be facing is restricting the sale of cigarette and other tobacco products while still keeping the tax money earned from tobacco products at a higher level. It has been identified that the tax money collected from tobacco industries in UK is far greater than the amount spent of tobacco related diseases by the government through health care services. Therefore, if the tobacco sales are completely prohibited through regulations, the government will lose a large portion of tax money that is spent on public expenses such as health care and education.

These tobacco companies also provide employment for large number of workers which helps to keep the country’s economy going well and maintaining the unemployment rates. When the policies are adjusted to restrict the sale of tobacco products, the companies may close their business in the country which will result in higher unemployment rates and lower economic growth for the country.

Therefore when the government is making decision, the government needs to consider a large amount of aspects of policy making and deal with the above conflicts.

3.3 Explain the importance of providing relevant health related information to the public

Providing health related information to people according to their needs can be identified as one of the strategic actions that could help the health and social care industry in terms of reaching its goals, cost effectiveness and improving public health.

Information is important for people to update their level of knowledge and be empowered to make decisions. For example, when smoking cessation is considered, it can be seen that many people have addicted to smoking and continue to smoke without being fully aware of the negative impacts that smoking brings to them. But when the people are given explanations about what smoking does to the human body and how the body gets damaged by smoking, they will be able to evaluate the effects and make decisions by themselves to quit smoking. Another aspect of lack of knowledge with regards to smoking is related passive smoking. When non – smokers are exposed to cigarette smoke; they will not be highly concerned about it at the time and will not take any serious actions as they are not smoking cigarettes themselves. This happens due to the lack of knowledge that passive smoking is more harmful than actually smoking. However, if the public was aware that passive smoking is just as harmful as smoking, they will take actions to avoid being exposed to smoke and it will help them to prevent consequences of passive smoking.

Another importance of having health information made available for public is that it will help to reduce the cost of health and social care services in the long term. As explained above, when the people are more knowledgeable and are aware of negative effects of smoking and are aware of how to be safe from them, people will try to avoid those consequences. This will lead to lesser amount of incidents and diseases related to smoking and therefore the government health service will need to spend lesser amount of money on health care services for to tobacco related diseases.

4.1 Plan a health promotion campaign to meet specific objectives   

I have planned my health promotion campaign to be implemented in the London Borough of Newham area due to increase of tobacco related diseases, passive smoking related disease rates and higher number of pregnant smokers found in the area, found from the health care statistics.

The main objective of the promotion is to educate different types of community segments such as school students, pregnant mothers and young adults regarding the negative effects of being addicted to smoking, diseases that are related to smoking and the danger of being exposed to passive smoke.

According to the plan, the awareness programmes will be organised cantered schools and clinics of pregnant mothers’. Therefore the main target groups of the awareness programme will be pregnant mothers and school students.

The modes of communication will include exhibition of posters, lectures from resource persons and picture presentations.

Join your local smoking cessation community today and take actions now!

Do you know that your habit of smoking causes fatal risks for you and your family?

Join the smoke-free campaign today. Contact your local smoking cessation officer in the London Borough of Newham

The posters will be created to make the target groups aware of the programme and inform those who need help from the programmes. The resource persons from NHS who have experience with the Smoke Free programmes will be joined so that the programmes will be more effective.

4.2 Explain how the health promotion campaign supports health promotion strategies

The health promotion campaigns that are used for different health care related objectives use several health promotion strategies in order to make the health care campaign more effective and result generating. The basic health promotion strategies include making awareness, involving professional in the promotion activities, social marketing of the campaigns, creating better environments for supporting health and focusing on specific communities.

Creating an environment that supports and empowers people for health related changes is one of the important approaches according to the socio-ecological approach of health. In the health care campaign I have created, I have focused on school and clinics which are communities that are also environments for many types of people to affect their social behaviours. When the campaign has focused a whole segment of the society, people will more likely to be empowered for changing their behaviours rather than when they’re approached alone.  From the plan that I have created, school students and pregnant mothers will be two main communities that will be empowered.

Use of the health care professionals and increasing awareness has been done together by taking professionals in the health care industry as resource persons to the health care campaigns such as lectures and awareness programmes. These programmes help to increase awareness of people with the help of experienced people in the industry.

The social marketing attached to the health care campaign will also help to increase awareness about the campaign which will increase the participation for the programme. It will be included with the social networks of the school students and social network of the participants of the clinic. Therefore, it can be concluded that my health care campaign has been constructed with consideration of several health care strategies.

Conclusion

It can be concluded that health promotions are an important set of activities that help to make behavioural changes to the communities. These health promotions can be beneficial for health care practitioners, professional, health care agencies, health care service users and for the government. It was identified that there are several underlying strategies behind health care promotional activities that are used for the success of health promotions.