Health Promotion Campaign Analysis

Table of Contents

1. Introduction
1.1 Aim of the campaign
1.2 Child obesity
1.3 Health inequalities costs NHS
2. Links between Government strategies and models of health promotion
2.1 White paper, health inequalities
2.2 Key -factors who influence health
2.3 Bandura self-efficacy theory (1977)
2.4 Rosenstock health belief theory (1950)
2.5 Medical model of health promotion
2.6 Bronfenbrenner educational theory (1979)
3. Health promotion incorporating into the daily routine

and expectancy of
behavioural changes
3.1 involving parents, what they can expect from the campaign
3.2 Behavioural change for the long term
3.3 Expectancy of the outcome of the campaign in long-term
4. Explanation of the role of other professionals in meeting government
targets and how they get involved in the campaign
4.1 Effective organisation
4.2 Personal development
4.3 Organisational development
4.4 Partnership development
4.5 Health information
4.6 Strategy development
5. Explanation of legislation and guidelines who will be used for the campaign
5.1 Health and Safety at Work Act 2003
5.2 Freedoms Act 2012
5.3 The child protection policy
5.4 Equality Act 2010
5.5 Food Safety Act 1990
5.6 Risk assessment
5.7 Hygiene
5.8 Code of conduct
6. Explanation of how the campaign will be evaluated of success
6.1 Participant feedback
6.2 Feedback of involved partners
6.3 Evidence of previous statistics
7. Current statistics of health programs and obesity
7.1 Figures of Change 4 life campaign (2014)
7.2 Comparison, figures PHE’s and UK Government 2013-2014
7.3 Current Obesity statistic
8. Conclusion
9. Recommendation

1.

Introduction
1.1 This report has been written to promote a healthy eating campaign. The aim is to support existing health promotion strategies by addressing the health issues to those individuals, who are less likely to access health services. The target of the campaign is to involve parents by providing healthy cooking workshops at schools, nursery and community centres.
1.2 The purpose of the campaign is to raise awareness about child obesity and the resulting further health consequences. Currently, “one-in-five-children in reception were found to be either overweight or obese,” (The Telegraph 2015).
1.3 Children who struggle with obesity issues in early years, are likely to become later overweight adults. The resulting consequences, are long-term health issues such as coronary heart disease, diabetes and psychological damage. “It is estimated that the cost of illness resulting from health inequality costs the NHS £5.5 billion per year,” (NHS Prevention 2015).
2. Links between Government strategies and models of health promotion
2.1 Highlighted by the white paper (2010); To tackle health inequalities the government strategy is to promote diverse programmes by working collaboratively with the NHS, the Department of Health and other institutions. The main focus is on five networks; food, alcohol, physical activity, health at work and behaviour change. Currently, the following national health programs are

running:
• Change 4 life: This involves eating healthily, exercise, child weight management, live longer government campaign.
• NHS Life Check: A free online service, where people get the question asked about their lifestyle and give advice and recommendation for changes.
• NHS Health: “A Health at Work Program from the British Heart Foundation – this involves promoting health and wellbeing at the workplace”, (UK Government 2015).
2.2 Evidence shows that material circumstance, social environment, psychosocial factors, behaviours and biological factors are all important influences on health (UK Government 2015). The government aim is to focus on early child development and educational attainment as this is crucial for future health and wellbeing, as well as improving job opportunities and providing a way out of poverty. To change the health behaviour of the individual, it is necessary that the person feels personally addressed.
2.3 Different health theories can be linked to the UK government strategy.

Bandura’s self-efficacy theory (1977) is used by the NHS” to support people to adopt healthier behaviours and avoid risky ones,” (King Fund 2008), who analysed the NHS strategies.
This theory applies if the individual is not satisfied with his current health condition. For example, the individual is overweight and therefore has other health issues. The bad health condition encourages the individual to consider if a diet will make changes to his life and he will search for solutions. Here the NHS steps in and offers “practical support on healthy eating, exercise, weight gain, and clinical treatment for obesity, “(Department of Health 2004). With that support the individual is more successful and will see quick results which motivate the individual to carry on to change his life style.
2.4 The Rosenstock health belief model (1950) applies if the individual believes that he is personally vulnerable to a specific disease. For example, the individual travels to a country with a high malaria rate, the individual is concerned about possible health consequences and will therefore consider to take action by taking antimalarial medicine. The HBM model can be also linked with the NHS Life check

(2.1)
2.5 The medical model is not only about the apparent power of a doctor. It is more complex in the relationship between patient and doctor. Usually the patient seeks a doctor because they think it will be helpful.” Getting better has always been an active process involving seeking help, evaluating options and making decisions about treatments,” (British Journal of Psychiatry 2007). At the end it is for the individual to determine whether to engage with treatment. The doctor’s responsibility is to advise on the most effective intervention, the patient’s will be deciding and acting on that advice while making sense of complex and conflicting emotions.
2.6 For the campaign, Bronfenbrenner’s educational theory (1979) will be used. Bronfenbrenner believes that not only the parents’ influence the attitude of the children. He believes that the whole environment of a child such as, neighbours, schools or friends has an effect on his development. If the child learns in school to be aware of eating healthy, then that child will pass that lifestyle forward to the next generation, (Bronfenbrenner 1979). By providing healthy week lessons in their schools, the child learns playfully about the importance of healthy eating. This will have an impact on the child’s attitude. This theory can also be linked with the national Change 4 Life campaign.
3. Health promotion incorporating into daily routine and expectancy of behaviour changes
For a successful outcome of the campaign, simple recipes will be used, to incorporate them into the daily routine. Jamie Oliver can be used as a role model. His recipes are simple, healthy and take less time.
3.1 Promoting healthy living, includes involve the parents, in cooking workshops parents will learn that:
• healthy cooking must not be expensive
• Groups can be formed, to shop together and ingredients can be shared which reduce the costs and save money.
• Food label reading: To identify hidden ingredients in nutrition such as sugar, salt and fat
• Child weight management
• Balanced diet
• Food safety, how to store food at home correctly

3.2 The aim of the campaign is to change the individual’s behaviour for the long term. By continuing to provide meetings after the workshop, the individual can share the experience gained about their new lifestyle. Competitions about the best recipe or how much money groups saved by shopping together, can be used, to encourage the individual to carry on with their new lifestyle.
3.3 The expectation of the campaign is:” To help parents to make the link between the behaviours that cause excess weight gain and poor health outcome and that the behavioural change of the individual will be passed forward to the next generation”, (Marketing Society 2011). Here applies the Bronfenbrenner educational theory (1979).
4. Explanation of the role of other professionals in meeting government targets and how they get involved in the campaign
The promoted health campaign will work collaboratively with the local nursery, schools and community centres. This includes incorporating staff from different working sectors. Working at different levels with groups and communities, to more strategic working such as policy development. Health promotion is more than persuading and advising individuals to make lifestyle changes. By providing health promotion and to meet the government targets, following must be considered:
4.1 Effective organisation, of the project to make sure it will be delivered to a high standard, so that the result is efficiency. Furthermore, it must be ethical.
4.2 Personal development, by increasing the personal social skills and abilities of everyone. To enable opportunities of the service user to maximise their health and to build a health promoting attitude for those around them.
4.3 Organisational development, by encouraging the different organisations to become more health promoting such as, nurseries, schools, work places and hospitals.
4.4 Partnership development, by building partnerships with other organisations, who can support health promotion and to help other partnerships to be better educated to promote health.
4.5 Providing correct and up to date health information about people’s health. Explanations about how social and behavioural factors can affect their health and providing solutions, and what can be done to improve health.
4.6 Strategy Development, by progressing a planned issue to improve health and to make sure that local, regional and national policies that could influence the public’s health do so in a health promoting way.
5. Explanation of legislation and guidelines used by the campaign
5.1 Health and Safety at Work Act 2003: !!!

5.2 Safeguarding Police this includes:” The Protection of Freedoms Act 2012 established the DBS which processes criminal records checks and manages the Barred Children’s and Barred Adults’ Lists of unsuitable people who should not work in regulated activities with these groups”, (UK Government 2014)

5.3 The child protection policy: “the welfare of the child is paramount,” (UK Government 2014)
5.4 Equality Act 2010: all children and parents have equal opportunities to access the workshop

5.5 Food Safety Act 1990:” to ensure nothing is removed or included in food, or to treat food in an unapproached way what cause damaging to the health of people eating it”, (Food Standard Agency 2015)

5.6 Risk assessment must be carried out: use of correct cooking equipment, is the room safe for parents and children, identify possible hazards, fire exit, first aid access (staff)

5.7 Hygiene: workshop leader must provide food hygiene certificate, wash hands before start to cook, provide gloves, hats, aprons and appropriate clothes

5.8 Depend where the workshop is running, policies of that institution become effective, such as Code of Conduct.

6. Explanation of how the campaign will be evaluated for success
6.1 Participant feedback of the workshop will be compared with previous campaigns.
6.2 Feedback from involved partners of the campaign will be analysed: How successful was the collaborative work? What should be considered for future workshops.
6.3 Evidence of previous statistics show also that:” Some parents had tried to implement healthier lifestyles, failed, and then rejected the concept as too difficult”, Department of Health (2014). Therefore, evaluation of participants and staff feedback take regard of concept style.
7.Current statistics of health programs and obesity
7.1 “400,000 families joined Change4Life in 2009. 1 million parents claimed to have made changes to their children’s behaviours as a direct result of Change4Life”, (Department of Health 2009)
7.2“Figures show that the purchase of sugary fizzy drinks fell by more than 8% following Public Health England’s (PHE’s) Change4Life January 2014 campaign when compared with January 2013,”UK Government (2014).
7.3 Evidence of the National Child Measurement Program for England (2015) shows the latest figures, for 2014/15:” 19.1% of children aged 10-11, were obese. Children in Reception aged 4-5, 9.1% were obese. The rate slowed by 0.4 % between 2004 and 2013. The highest rates were among 11-15 year olds, ranging from 28.3 % in 1995 to 36.7 % in 2013”. These statistics show that public health campaigns are working.
8. Conclusion
To conclude, in this report the aim of the prompted campaign is introduced. A variety of theories of health promotion and present strategies of the UK Government are compared, analysed and linked to the campaign. The possible expectance of the outcome of the campaign is explained. The use of relevant legislation and guidelines are included. Examples of involving other professional are provided. An evaluation how successful the campaign will be, is considered.
9. Recommendation
The figures of the outcome of the Change4 Life campaigns, provided by the UK Government (2014) and by Change 4 Life (2014), don’t show any graphs. It is to recommended to provide more statistics in graph form for accurate clear comparison.