02 approaches of health education
TRANSCRIPT
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Approaches to Health Education
Social Marketing
Role of Mass Media
Nayyar Raza Kazmi
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Social Marketing
Which fizzy drink
can has a redbackground and
white curly writing
on the front?
Which chocolatebar wrapper has
a bluebackground,white writing
and pictures of
palm trees andcoconuts on it?
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Social MarketingHow did youknow the namesof thedrink/chocolate?
Marketing sinksinto our brains!
Kotler and Zaltman (1971) used the term socialmarketing to refer to the use of marketingtechniques to solve health and social problems.Which campaign does this logo represent?
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Social Marketing
Marketing (and social marketing) involvesconsiderations of product planning,pricing, communication, distribution andmarketing research.
These considerations are used to design
campaigns that appeal to specific sectorsof the population, just like advertisers dowhen trying to sell a product.
Social marketing is trying to sell an idea.
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Social Marketing
Which specific sectors of the population are thesecampaigns aimed at?
Analyse the differentmarketing of the THINK!campaigns for both
adverts.Market Segmentation:different groups havedifferent needs
Click on both thesebuttons to watch
different roadsafety campaigns.
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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 thecampaign in a way that they will pay attention to it, egthe Think! campaign filmed on a mobile phone for
teenagers.
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Social Marketing
The LimitationsIt takes TIME andMONEY to do the
market research, find outwhich methods will be
most effective and which
education programmesare likely to have themost impact.
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Role of Mass Media
Different forms of mass media include:
Television specific adverts, but also TVshowsNewspapers
MagazinesPostersBillboard displays
Leaflets
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Role of Mass Media
The department of health used a mix of media including TV,newspaper adverts,billboard adverts andposters with this GetUnhookedcampaign.
Why do you thinkthey did this?
The ASA (AdvertisingStandards Agency)
discontinued thecampaign after
complaints that it wasscary for children.
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Role of Mass MediaIdentify fictional programmesyou have watched which haveraised awareness about healthissues.
Analyse how affective theywere to changing behaviours inyou and the people you know.
Does awareness raisingactually change behaviour?
What are the benefits of havinghealth education on fictional
programmes?
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Role of Mass Media
Internet/WebsitesClick on thebutton to enter a government
website for road safety.
Analyse this websitein terms of health
education.
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Role of Mass Media
BenefitsRaises consciousness about healthissues
Reaches large audiences
Conveys simple information
Places health on the public agenda getspeople talking
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Role of Mass Media
Limitations
Inability to convey complex information
Inability to teach skills
Less specific information
Limited two-way communicationConfusion eg with the smoking adverts,children thought the people who smoked
would actually get hooked with a fish hook.
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