Multimedia Communication for Health Promotion

This report discusses the role of mass media in promoting health and the use of social marketing to create social alterations through growing awareness for a cause or problem. It also highlights the importance of effective communication between public well-being officials, media, and the public.

Multimedia Communication for
Health Promotion.

Table of Contents
INTRODUCTION...........................................................................................................................3
BACKGROUND.............................................................................................................................3
MAIN BODY...................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
The health education is generally an essential constituent of the public well-being and its
promotion. Education regarding specifically involve goals for positively impacting the
behaviours of well-being of an individual by simply informing as well as instructing the
common populace regarding the well-being and its hygiene and its health associated problems. In
promoting the health, mass media plays a main role and are mainly considered to involve the
news papers, radio, magazines, televisions and many more. Strengths of these such media for
promoting the well-being is generally that they tend to reach a broad scale audiences. In this, it
can also involve a second type of media, targeted media are mainly named for their capability to
reach the specific targeted populations. The power as well as reach of the mass media can impact
among all prospect of lives of people, consisting the well-being and can be harnessed to promote
the well-being by informing, motivating as well as supporting the people to alter the behaviour
and by providing a platform for advocating the better policies as well as civic the actions
(Schwarzenberg et. al., 2018). In this report, there is a discussion about health promotion
campaign with the help of mass media. The main aim of developing the health promotion
campaign is to aware the public regarding the health issues that are arising now-a-days in the
surrounding atmosphere. In this, mass media will play a key role in promoting the campaign
(Karahoca, Karahoca and Aksöz, 2018).
BACKGROUND
The promotion programs of health generally aims to engage as well as support the people
and their communities to choose a healthy behaviour. The health promotion programs
specifically involve goal to make alterations which can decrease the risk of developing the
chronic illnesses as well as other morbidities. It can allow the people to enhance the control over
their own well-being. In healthcare, the concept of mass media are specifically the means of
communication. Its concept are mainly designed to reach the broad number of public. The mass
media can involve the broadcast media such as radio, newspaper, television and so on. In
addition to this the social marketing are now uses the commercial marketing techniques like
determining the targeted audiences, determining the objectives of targeted alterations in
behaviour, tailoring the information as well as acquiring the new strategies such as promoting the
adoption and maintenance of healthy behaviours (Shen et. al., 2019). In this, across nation, the
public health promotion activities generally concentrates on the well-being education in order to

influence the health behaviour of the public. Being an essential social organization, mass media
has a broad reach and access which can the public by enhancing their level of health education.
The mass media can play an essential role in disseminating the health evidences as well as
enhancing the awareness about the well-being education. The media not only transmit or spread
the information, but it can also inform as well as educate the people over a period of time. It can
ultimately aid in the alterations of behaviour and attitude of people for attaining enhanced well-
being. On the other hand, media is an instrumental in bringing behavioural modifications in the
knowledges, beliefs as well as attitudes about the well-being and its healthy behaviour. In this,
content of well-being on social media platform lately has been progressively sent from devices
and mobile phones that empowers the opportunity to carry out geographical information
(Mugion et. al., 2018). In this, medical descriptions are quite beneficial, and social media tools
can specifically permits the information which are to be presented in several forms.
In this, the theory of social marketing among the mass communication which can
promote socially valuable information and socially accepted behaviours. It can tries to
incorporate marketing tools, principles, its techniques as well as ideas and socially beneficial
concepts to promote communication and can benefit public. The social marketing in promoting
health is generally a marketing designs which are effectively used to create social alterations
through growing awareness for a cause or problem (Shehata, A. and Strömbäck, J., 2021).
Through campaigns, it can also convince the people of necessity of particular alterations in
behaviours and can cover a wide area of public health issues. The healthcare can be effectively
perceived as well as enhance the comprehended by people if they involve well-being generated
content on the social media. The people would have instead of having the electronic information
about the well-being over the devices they are most usual with. There is an importance of
planning in a healthcare organization as it can enhance the communication among all the
workers, it can aid to enhance the motivation and can effectively overcome conflict among
individuals (Why Strategic Planning is Important in Healthcare, 2018). It can involve enhanced
co-operation as well as collaboration of a team. Strategic planning can consist setting the goals
and creating the objectives for where the organization can see itself in a long-term. By having
these specific goals and objectives in the mind, people can create a strong and effective plan to
accomplish them. Individual can't only set the objectives and goals simply based on the
requirements. Individual can also have to set them accordingly to the policies, economic trends

and the advancement among technologies also. In this, the most significant aim of the media is to
share information or news as a written program towards a strictly targeted people for whom
specific set of information has been meant for genuinely. Whereas, there is cognitive behavioural
strategies that can be used for smokers who specifically request assistance in quit smoking. In
this, particular strategies are based on social learning theory that can define cessation of smoking
as a procedure of breaking the whole emotions as well as situational ties which have been
ingrained with act of smoking (Jacobson, 2018).
MAIN BODY
Social marketing is an approach that is specifically used to improve the particular
activities which are aimed at altering or maintaining the behaviour of an individual for the
benefits of society and individual as a whole. The term is broadly used to impact the well-being
behaviour. In this, the social marketers are use a broad range of the well-being communication
strategies that are specifically based on mass media, they also use mediated such as via well-
being care provider (How social marketing works in health care, 2006). It can involve
interpersonal as well as the other modes of communication and the marketing methods like the
message placement, the promotions, the community level outreach. The social marketing can
consists all of these strategies. In this, the issues regarding health that are determined through
media is the prevalence of smoking at young age. As smoking can badly influence the young
people because exposure towards nicotine can have a harmful impact on the development of
adolescent brain. Smoking can effectively cause the children as well as the teens to be a clipped
of breath and to have a reduced stamina, both of which can negatively influence both the
physically active and the performance. It can also consist the decreased growth of lungs as well
as early damage of cardiovascular. Smoking generally damages lungs of individuals and is main
reason which can cause COPD (Chronic Obstructive Pulmonary Disease).
COPD is a progressive illness of the airways that is characterised by a gradual reduction
in functioning of lungs. It can cause other respiratory illnesses like pneumonia, emphysema and
bronchitis. In this, smoking can contribute towards and the prolong respiratory conditions like
infection of respiratory tract, asthma and severe common cold (Raising awareness of health risks
associated with smoking, 2019). In this, awareness of the information can effectively highlights
essential evidences that consisting the key well-being problems and can provide the momentum
to make alterations among lifestyle. Furthermore, No Smoking Day is considered as a high

opportunity which can effectively brings attention towards harm that is related with smoking
(Tan, Zhang and Shao, 2019). Therefore, initiatives regarding well-being can effectively
supports the good well-being practices. These specific initiatives can effectively make benefit
organization by decreasing the absenteeism level, enhancing the level of productivity as well as
bleak costs linked with the absence of illness. For decreasing the prevalence or cessation of
smoking, there is a theory that can aid to reduce this such as Multi-theory Model. It is a theory of
the health behaviour change is a new fourth-generation behavioural theory which has been
applied to visualize the unhealthy behaviours between the young people. As per this theory, first
construct for initiation of cessation of smoking is generally a democratic dialogue. This has been
acquired from the traced from another model such as Freire's model of adult education (Applying
a new theory to smoking cessation: case of multi-theory model (MTM) for health behavior
change, 2017). It mainly estate consisting a two way communication among individual ease
cessation of smoking and individual wanting to quit in which supporter tries to emphasize the
advantages of quitting over dis-benefits. This type of construct is present in various other models
also such as Health Belief Model, Trans-theoretical and many more. But, there is two way
communication, that is quite different in the model of Freire. There are other theories that can
effectively aid to reduce or quit the prevalence of smoking such as Trans-theoretical model, it is
also known as the stages of change model as it specifically illustrates that smokers can move
through a series of unique stages before they quit successfully namely pre-reflection, reflection,
planning and so on (Lachlan, Eastman and Gilbert, 2021). In order to stop prevalence of
smoking, people were gradually provided with motivational interviewing instead of another type
of treatment to quit prevalence of smoking (Tomazoni et. al., 2019). It is been recommended that
there are still possibilities that motivational examination may decrease an individual's likelihood
of stopping as compared with other stop.
CONCLUSION
From the above study, it is concluded that there is necessity of an effective
communication between public well-being officials, media and public and it mainly critical
during crises such as outbreak of infection. During these times, news media play an essential role
in magnifying or weaken the perception of risk among people as well as can serve as a key link
in the risk communication process. Through this, it can enhance the awareness about well-being
education as it can not only transmit awareness but can also inform as well as educate the people

over a period of time. It can mainly aid in alter the behaviour and attitude of people in attaining
better well-being. It is concluded from above that there are various theories and models which
can effectively empower the practice of promoting wellness as well as preventing illness. Above
mentioned theories are mainly used to program planning to realize as well as explain well-being
behavior and to guide the determination, improvement and carrying out specific interventions.
Furthermore, using a range of communication channels can enable the well-being messages to
shape the mass media or interpersonal, or the campaigns based on community level. The well-
being communication strategies specifically involve goal to alter knowledge, behavior, attitude
of people such as enhances perceptions of risk, encourage positive behaviors and so on.

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Online:
Why Strategic Planning is Important in Healthcare, 2018 [Online] Available through:
<https://www.stratadecision.com/blog/why-strategic-planning-is-important-in-healthcare/>
How social marketing works in health care, 2006 [Online] Available through:
<https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1463924/>
Raising awareness of health risks associated with smoking, 2019 [Online] Available through:
<https://www.wellbeingpeople.com/2019/02/19/raising-awareness-of-the-health-risks-
associated-with-smoking/>
Applying a new theory to smoking cessation: case of multi-theory model (MTM) for health
behavior change, 2017 [Online] Available through:
<https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5350547/>