Developing a health promotion initiative

  • Created by: Katherine
  • Created on: 27-12-17 16:32

Setting aims and objectives


What you are trying to achieve, the overall goal of the intervention 


Stages that must be achieved on the way in order to reach these goals

Both must be SMART 

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Reduce/increase __________ by % by __________ (time frame)

by (how) ___________

When where will this be run etc.

E.g. Reduce the amount of year 6 children in one primary school in Bedfordshire who are very overweight by 10% in a year period. 

This will be achieved by running nutrition and physical activity health education sessions after school weekly for 2 months, and parental school nurse drop in sessions weekly after that for further advice and support. 

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Setting objectives (example)

1. To set up the programme by July 2018. 

2. For 40% of parents who have children in year 6 who are very overweight in one primary school to attend at least 75% of the sessions

3. By July 2019 10% of children of attendees will have moved from the very overweight category to either the overweight or healthy weight category 

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Stakeholders are all those individuals, groups or organisations with an interest in the initiative.

Primary Stakeholders

The potential beneficiaries – those who are directly affected, either positively or negatively, by the initiative.

Secondary Stakeholders

Those involved in implementing the initiative.

Key stakeholders

Those whose support is essential to the continuation of the initiative, e.g. Fund holders.

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McCarthy's Rational Planning Model (1982)

6 steps in the planning cycle 

  • Identification of need 
  • Options (Identifying priorites for action)
  • Decisions of policy (developing aims and objectives)
  • Available resources 
  • Implementation 
  • Evaluation  
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Why plan?

Provides an oppertunity to be reactive rather than proactive 

Enables priorities to be set 

Identifies where resources can be sent to have the greatest impact

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Challenges to planning

Information is often limited 

There is pressure to focus on particular issues 

Options may be restricted by a lack of resources 

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Information required to ensure a complete picture

Socio-Demographics - Age, Ethnicity, Social Class, Population mobility

Existing service provision – availability of services, range of treatments available, costs of care, location of services, access to services, effectiveness of interventions

Pubic concerns – population priorities, views of health services, demands of health services

Disease levels – Epidemiological data, range of conditions, severity of disease, disease distribution, trends in disease

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Information required to ensure a complete picture

Key stakeholders

Influences to do with individual: behaviour and lifestyle, attitudes to health, educational background

Influences to do with local physical, social and economic environment: housing, levels of crime

Influences to do with wider social, economic and physical environment: road safety legislation, alcohol pricing policy

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Beattie's model

Legislative Action

e.g. Policies to increase taxation on cigarettes, subsidising the availability of smoking cessation products

Community Development

Developing locally designated “non-smoking areas” such as near certain landmarks within the local area such as fountains, squares, parks

Promoting the formation of community support groups/ Developing a mentor system between ex-smokers and current smokers looking to quit

Health Persuasion

Advertising campaigns encouraging quitting/ Increasing availability of self-help/advice resources at GP practices, pharmacists, workplaces

Health Counselling

Personal advice on smoking cessation from a counsellor or GP/Individual smoking cessation schedules/programmes to encourage quitting

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Beattie's model (1991) explained further

Pros - Model is still used today

Cons - More complicated than Tannahills model

Horrizonal - individual to collective (1:1 support vs whole community) 

Vertical axis - authorative (top down approach), negotiated (bottom up, working alongside client)

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Approaches to health promotion (Naidoo and Wills)

Medical - Prevention, medical model

Educational approach - providing peopl with information to make informed choices about their health

Behaviour change - encouraging individuals to change their attitudes to health

Empowerment - giving people more control over things that influence their health - e.g. giving people skills 

Social change approach - Changing the phyiscal, social and economic situation in which people live - redistributing wealth amongst where it is needed 

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Physical activity

Department of Health (2011a) Physical activity guidelines for children and young people (5-18 years). London: DH


DOH Childhood Obesity - A plan for action (2016)

Sexual health 

Department of Health (2014b) Health Visiting and School Nurse Programme: Supporting implementation of the new service offer: Developing strong sexual relationships and supporting positive sexual health. London: DH

Emotional health and wellbeing 

Department of Health and NHS England (2015) Future in mind: promoting, protecting and improving our children and young people’s mental health and wellbeing. London: DH and NHS England

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