Health Promotion: Government Strategies and Models

This report focuses on health inequalities and barriers to accessing healthcare. It discusses the effect of socio-economic influences on health, the relevance of government sources on reporting on inequalities, and the role of professionals in meeting government targets on health promotion. It also explores the links between government strategies and models of health promotion.

Health Promotion

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Explain the effect of socio-economic influences on health..............................................3
1.2 Assess the relevance of Government sources on reporting on inequalities in health.......4
1.3 Discuss reasons for barriers to accessing healthcare........................................................7
TASK 2............................................................................................................................................8
2.1 Analyse the links between Government strategies and models of Health Promotion......8
2.2 Explain the role of Professionals in meeting Government targets on Health Promotion.9
2.3 Discuss the role of routines in promoting healthy living.................................................9
TASK 3..........................................................................................................................................10
3.1 Explain how health beliefs relate to theories of Health Behaviour................................10
3.2 Discuss the possible effects of potential conflicts with local industry on health promotion
..............................................................................................................................................11
3.3 Explain the importance of providing relevant health-related information to the public 12
TASK 4..........................................................................................................................................12
4.1 Plan a health promotion campaign to meet specific objectives......................................12
4.2 Explain how the health promotion campaign supports health promotion strategies......13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Health promotion refers to events for increasing awareness of people about health
problems or infections and relevant precautions. It can be considered as behavioural science that
draws from biological, environmental, psychological, physical and medical sciences to promote
health and prevent disease (Eldredge and et. al., 2016). The present report is based on health
inequalities which are required to be reduced for promoting better health of people. It is
necessary to maintain equality in society to give access to every person for gaining required care
services for remaining disease free. This assignment will focus on government sources reporting
inequalities and possible reasons for barriers in accessing healthcare. It will also includes role of
health professionals in health promotion and importance of routines to maintain good health.
TASK 1
1.1 Explain the effect of socio-economic influences on health
Health promotion is an important aspect which should be conduct in society on regular
basis for increasing awareness of people to take effective precautions for remaining healthy. It
includes to organise an appropriate campaign or events for providing information to people about
specific problems and encourage them put efforts for reducing the same. However, it has been
analysed that the factor of inequality is responsible creating a major issue for individuals belongs
to few of communities as they face difficulty while seeking for care facilities. They always get
low class treatment and delayed services which may develop complications for them. According
to framework given by Dahlgren and Whitehead 'Rainbow Model', number of factors are
considered by people which results into inequality among citizens including social, economic
and environmental. This discrimination can identify risk of people to get sick, their capability to
prevent illness and access to effective treatments (Sharma, 2016).
The general socio-economic, cultural and environmental conditions consist several factors
such as living situations, unemployment, water & sanitation, housing, agriculture & food
production and education. It also consist age, sex and hereditary factors that become basis pf
discrimination which has been done by people and it impacts negatively on health status of
individuals. Meanwhile, it is necessary to organise an effective health promotion campaign to
encourage people for avoiding inequalities that helps to vulnerable people to get treatment easily.

(Source: Main Determinants of Health, 2016)
Some of communities in UK get discriminated while seeking for health care services
which create complexities in their condition. It is essential for government to provide guidelines
to authorities of healthcare sector for improving mindset of care practitioners to encourage
people for avoiding factors of inequality (Edelman, Mandle and Kudzma, 2017). Moreover, it
has been analysed that health promotion campaign should be much effective to remove the threat
of discrimination from healthcare sector and society which facilitate to improve entire health
status of population of the nation.
1.2 Assess the relevance of Government sources on reporting on inequalities in health
In context of United Kingdom, it has been analysed that BAME community is facing
inequality in country while seeking for education, employment and healthcare services. It is
observed that the factor of discrimination is responsible affecting the physical and psychological
well being of these individuals that is required to be reduced by government efforts. Meanwhile,
it has been identified that these BAME people should be support by government authorities by
implementing effective legislations like Equality Act and policies to enhance their entire
Illustration 1: Main Determinants of Health

condition in UK. However, it is significant for political parties to out efforts for eliminating the
inequality in society.
General practitioners: The general practitioners of health & social care sector plays and
important role in terms of providing better care facilities to people belongs to BAME
community. They face difficulty while seeking for health care facilities then efforts of medical
professionals towards their health is helpful to remove risk of occurring complications in their
condition. Moreover, general health care practitioners should consider Equality act, national
codes of practices, ethical principles and other effective policies to maintain equality for
delivering equal care services which facilitate to enhance health status of entire BAME group.
Local authority: This includes various local government healthcare centres which are
responsible for providing appropriate care services to people of BAME community for ensuring
their well-being. It includes efforts of local government to render special medical facilities to
improve overall physical and psychological health of selected group in country.
Government sources can be described as articles or report which are available to analyse
the range of inequality faced by people along with causes of the same. It is necessary to analyses
government reports to evaluate desired information related to inequalities in order to establish
efficient practices and strategies for reducing it in society. Meanwhile, these report are helpful to
formulate appropriate strategies to conduct health promotion campaign for reducing factor of
discrimination in healthcare.
The Black Report (1980) – Considering the Black report, it has been analysed that social
inequalities are responsible for influencing health, income, education, housing, diet, employment
and conditions of work. Individuals belongs to vulnerable communities face discrimination while
seeking of related services as mentioned here which impacts negatively on their health (Hubley
and Copeman, 2018). This report is submitted by a research committed into health inequality
chaired by Sir Douglas Black in which main reason behind inequalities of society consist the
economic inequality among people. In context of this report, the sources of data includes
Department of Health and Social services (DHSS) which is government institution in UK. It also
consist the the information gathered from the journals article of Health Divides and Penguin
Books. Penguin books consist Pelican series of 'Inequalities in Health : Black Report'. However,
it has a another source of collecting data i.e. 'Strategic review of health inequalities in England
post 2010 of Michael Marmot'.

Findings: It has been founded that, inequalities in health care are based on several factors
which are observed at national level. It includes several elements such as ethnicity, socio-
economic position, gender and region in terms of gaining access of healthcare services.
However, the Black report provides detailed explantation in regards to inequality in cases of
illness and death among the population of United kingdom. Moreover, it has been evaluated that
several social inequalities are responsible for inappropriate health condition of people including
education, housing, employment, diet, conditions of work and income.
The Acheson Report (1998) – This report has a title of 'Independent Inquiry into
Inequalities in Health Report' published by UK Inquiry headed by Donald Acheson. It has a
purpose to develop government's public health strategy and specific recommendations including
appointing directors in every health authority. However, it includes to place partnership duty on
NHS executive and regional government to make sure about local partnerships between health &
local government. Moreover, it is beneficial ensure about implemented practices for reducing
inequality and facilitate delivery of desired services to every person. In context of The Acheson
Report (1998), the source consist several journals from where relevant data has been collected
like Understanding Health Inequalities of Open university Press. It also includes articles from
Penguin named Inequalities in Health and another journal of 'The Stationery Office, Out
Healthier nation. However, the data is also gathered from 'Progress in tackling health
inequalities: a policy maker's reflections'.
Findings: Considering Acheson report, it has been founded that morality rate of upper
social class people has declined rapidly, it includes the determine information that appropriate
policies are required to be implement in areas ranging from taxation to agriculture in terms of
ameliorating health disparities. Meanwhile, it is founded that healthcare inequalities occur due to
low income, education and employment among citizens.
The Marmot Review (2010) – This consist the phrase of 'Fair Society, Healthy Lives'
which means their maintain equality among people to gain various services for achieving better
health status of entire population. It includes certain findings and recommendations in context of
inequality in society (Park, Reber and Chon, 2016). However it has been founded that many
people are helpless to stay in poor neighbourhood due to which they die before seven years and
they spend their lives with disabilities. Moreover, it is essential to present the factor of inequality
and provide access of proper education, income, housing and health services to every citizens for

make overall population of country healthy. In context of The Marmot Review (2010), it consist
various journals from which relevant information has been collected including “Marmot Review
report – Fair Society, Healthy Lives. It consist other journals and articles such as 'The Marmot
review final report: Fair society, healthy lives', 'Fair society, healthy lives : the Marmot Review :
strategic review of health inequalities in England post-2010' and 'Health Equity in England: The
Marmot Review 10 Years On'.
Findings: On the basis of Marmot Review, it has been evaluated that people living in
poor neighbourhood which impact negatively on their entire health care condition. It includes
that the individual living in poor neighbourhood are more likely at risk of dying earlier as
compared to those people who lives in rich society.
Health and social care act 2012: This act consist number of care themes which has been
established by parliament of country. It is necessary for every care professionals and healthcare
organisation to consider these aspects while providing care facilities to neddy people for their
well-being.
Role of other agencies: The other agencies of health care plays an important role to
make sure that appropriate clinical practices and procedures are used in hospitals or not. For
example, CQC (care quality commission) has role of provide quality maintenance guidelines to
health institutions and ensure that the clinical activities have desired effectiveness or not which is
mandatory. On the other hand, general practitioner are required to obey desired legislation, codes
of conduct, national care standards and ethical principles which facilitate to reduce complications
and improve patient outcomes.
1.3 Discuss reasons for barriers to accessing healthcare
According to Tudor-Hart's concept of the 'Inverse Care Law', The availability of good
medical care tends to vary inversely with the need for it in the population served. He further
states that “To the extent that health care becomes a commodity it becomes distributed like
champagne” that means rich people get a lots of it but poor people do not get any of it. However,
it has been analyse that inequality in health care sector considered several factors that works a
barriers in context of getting access of these facilities easily. Some of reasons for barriers in
accessing healthcare services are explained further.
Low income – This can be described as a potential reasons which is responsible for
creating a barriers to gain access for health care services because low income is bot sufficient to

get proper treatment for particular health problem. It consist the fact that vulnerable people are
not able to have better employment opportunity due to which they did not gain much funds due
to discrimination which are not sufficient to gain expensive treatment to get rid off particular
complicated disease (Korhonen and Pihlanto–Leppälä, 2016). However, lack of treatment create
more complexities on their condition or may lead to death of the patient in country.
Discrimination by care practitioners – The attempt of discrimination is not limited to
common people of society but care practitioners also consider the same while providing services
to people. It has been evaluated that care professionals also differentiate vulnerable citizens as
they give low quality of facility or provide delayed services which is not appropriate to make
them well being.
Lack of information – This consist the criterion of people do not have information about
effective health campaign or programs which are establish for vulnerable people by government
to provide care facilities for free of cost. It is necessary to make them aware of such services so
that they gain gamin access to desired medical facilities to solve their health problem easily.
TASK 2
2.1 Analyse the links between Government strategies and models of Health Promotion.
The government health strategies plays an important role for developing better
opportunities for people to gain desired services easily. It consist the regulations of policies of
government which are helpful to reduce the factor of discrimination from society in order to
facilitate delivery of required medical facilities to every individual of the country.
Equality Act 2010 – This can be considered as a government strategy which is helpful to
reduce the inequality among people so that they can gain proper health care facilities to
overcome with specific disease. It is linked with The Social Cognitive Model of Health
Promotion as it focus on reducing discrimination in society to facilitate delivery of care facilities
in equal manner to vulnerable people (Lavie and et. al., 2018).
Care Act 2014 – The care act states that care professionals has a responsibility to protect
patients from any kind of abuse of neglect which facilitate to avoid problem of delayed services
to vulnerable people. It is also connected with The Social Cognitive Model of Health Promotion

as it provide support to remove the discriminating behaviour of professionals which results into
delivery facilities of immediately.
2.2 Explain the role of Professionals in meeting Government targets on Health Promotion
The health care professionals plays an important role in context of health promotion by
encouraging people at their own level. Initially, nurses provide appropriate information to people
by visiting in communities and camps to motivate them for avoiding the discrimination and
maintain equality in society by giving assurance about better health condition of them. Secondly,
care professionals place promotional posters or charts on display boards to motivate people for
adopting healthy habits to remain disease free. Thirdly, doctors can change behaviour and
attitudes of individuals by motivating them through health perspectives in order to remove threat
of inequality from the society for better health if very person in country. Moreover, overall
health professionals should provide information to people about preventive medicine, disease
management and maintain equality. Additionally, it consist to conduct counselling of citizens
and modify their mindset in order to boost up entire health status of population.
2.3 Discuss the role of routines in promoting healthy living
Health promotion plays an important role to encourage people for improving their habits
and reduce those determinants in society which are responsible decreasing health status of entire
population (Byrne and et. al., 2016). It includes to utilise appropriate health promotion model in
order of fulfil actual criterion of specific promotional events related to particular topic. In context
of reduce factor of inequality for improving health of people living in country, it is essential to
utilise effective model to gain desired outcomes. Some of model that are used in contemporary
practices are described here.
The Behavioural Change Model of Health promotion – This model is very much
effective to conduct an efficient health promotion programs as it focus on risk behaviours and
health lifestyles to be promoted. It includes the criterion of emphasises health education in order
to change skills, knowledge and attitudes to maintain better health condition of people.
Moreover, it concentrate on responsibility of an individual and treats people in isolation of their
environments to encouraging them to use appropriate lifestyle for remaining well being.
The Social Cognitive Model of Health Promotion – The social models focus on
addressing the broader determinants of health and consider inter sectoral collaboration for
conducting health promotion programs. It includes the criterion of taking action to reduce

inequalities of society to facilitate delivery of required care facility to every citizen of country for
boosting up health status of entire population. However, it is helpful to empower people and
communities to gain easy access to health care services (Fletcher and et. al., 2018).
TASK 3
3.1 Explain how health beliefs relate to theories of Health Behaviour.
Health belief model can be known as an effective tool that is utilised by scientists in order
to make prediction about health behaviours of people. It has been analysed that this model is
based on the theory that willingness of an individual to change their health behaviours. However,
this model is used to predict about attitudes of people and then establish effective health
promotion strategies to encourage them for following appropriate guidelines provided in related
campaign or events organised by care practitioners.
For example:
 People still discriminate vulnerable individuals on several basis but it is not appropriate
to consider racism, prejudice and political & religious conflicts without considering
differences between fundamental belief systems.
 It is widely assumed that medical practice during 19/20th centuries played a decisive role
in reducing major mortality bases diseases like whooping cough, scarlet fever, measles,
tuberculosis etc.
People still believes that vulnerable citizens do not have a right to get better quality or care
facilities.
Trans theoretical model of behaviour changes which is helpful to assess about an
individual's willingness to act on new healthier behaviour and provide effective guidelines to
change it. It consist number of stages of change such as pre contemplation, contemplation,
preparation, action, maintenance and termination.
For instance: The health belief theory is helpful to predict behaviour of an individual
towards specific aspect like smoking and then asses their willingness to change their behaviour
through utilisation of trans theoretical model. Further, effective guidelines are provided to an
individual for modifying their behaviour to maintain better health.

3.2 Discuss the possible effects of potential conflicts with local industry on health promotion
The health promotional campaigns are very important to encourage people towards
healthy habit in order to remain healthy and fit. It is essential to make people aware about
effective precautions which helps to avoid infections and other diseases. However, the health
promotional events are mandatory for motivating citizens to intake balanced diet by avoiding
junk food and prefer physical work out daily to increase their immunity. Moreover, it has been
analysed that health promotion campaigns are favourable for people but they can create potential
conflicts with local industry. Hence, some of conflicts and issues are given below:
Health issue of being overweight
In current era, it has been analysed that overweight condition become a major and
common problem among people. It is due to excess eating junk food on daily basis which do not
contain valuable nutritions but consist only extra calories which are responsible for increasing
weight. However, it is also facilitate to slow down the metabolic activity of human body which
create issue of deposition of fat molecules in body that results into overweight condition.
Moreover, it is necessary to organise health promotional campaign to motivate healthy eating
habits by avoiding junk food along with using physical work out daily.
Potential conflict
The appeal in health promotion regarding avoiding junk food is responsible for reducing
their productivity which can develop conflicts with authorities. The local food industry put
allegations of wring interpreting about their products and the food items supplied by them are not
harmful. However, local companies who provide fast food times create issues regrading health
promotion events and put allegations of blaming the local industries along with reducing their
profitability. It is responsible for developing conflict among healthcare institutions and local
industry.
Health issue of cancer and liver disease
Mouth cancer is observed as a common problem among individuals with habit of alcohol
and tobacco use on daily basis. Alcohol is responsible liver infections and several other related
problems including cancer. However, tobacco chewing develop severe health issue of mouth
cancer which results into critical condition of people. Moreover, it is very important to conduct
event of health promotion for reducing use of tobacco and alcohol for enhancing their health
condition by saving them from cancer and liver problem.

Potential conflict
The local industry of alcohol and tobacco can create issues that they have already provide
customer about information of product on the packing then what is the need of relevant events.
They can put allegation that it is a kind of strategy to reduce their customer and harm their
business. However, the health campaigns against smoking create conflicts to between care
agencies and local tobacco industry. Moreover, they can develop an issue against health
promotional activities and gain clean chit by proving about caution on packing of tobacco
products.
3.3 Explain the importance of providing relevant health-related information to the public
The people routine is very beneficial for an individual as it helps to maintain better health
condition. It consist the specific time of taking meal, exercise, taking sleep etc. which helps to
maintain appropriate body systems to perform its functions in proper way. However, routine are
important for better health as it provide number of benefits which are defined here.
 It builds good habits like taking balanced diet which reduce risk of occurring problem of
obesity, high blood pressure and diabetes (Kuijken and et. al., 2016).
 It is helpful to increase efficiency and builds stamina of an individual which is supportive
fight with disease for remaining fit.
It builds momentum and improve strengths of organ systems which is the key of
maintaining good health.
TASK 4
4.1 Plan a health promotion campaign to meet specific objectives
The health promotion campaign is very important to provide desired information to
people about specific issue for solving it. It includes to educate health care sector to remove the
threat of inequality from society and ensure delivery of required medical services to every citizen
of country.
The given health promotion is specific to enhance behavioural change in people to
maintain equality in health and social care sector. There are various kinds of health promotion
approaches such as behavioural change, educational, client centred, societal change and medical.
The given health promotion is based on behavioural change and societal change regarding
elimination of inequality in care sector as well as society.

Purpose: The purpose of this camping is to change behaviour of people to increase
equality while providing health care services to people.
Needs assessment strategy: This consist to conduct effective communication with
patients and establish mutual understanding to make them feel comfortable while gaining
treatment. Care professionals are required to maintain their own health and hygiene by wearing
mask, gloves and taking proper sleep to focus on their work properly.
SMART objectives:
 To increase awareness of own health of care practitioners to improve their performance at
work place.
 To encourage medical practitioners for improving their communication with patients.
Measurement and evaluation: The practice and performance of care professionals can
be monitored to measure and evaluate improvements in their working.
4.2 Explain how the health promotion campaign supports health promotion strategies
Role of Public Health England consist to promote healthy habits and encourage
awareness among people to adopt precautions for avoiding sexually transmitted diseases. It is
necessary for provide desired information to individuals related to different STDs and enhance
their knowledge level to prevent them. However, they can organise health promotional events
including diagnosing campaigns in order to promote awareness among citizens regarding STDs
and provide free diagnosis to determine their health status.
Prevention of STD and national strategies
 It includes support local and national care partners to deliver HIV testing for free of cost
among the populations which is at high risk of AIDS.
 It is necessary to promote development and implementation of innovative technologies as
well as HIV interventions to prevent it.
 It consist the monitoring of performance through surveillance along with reporting of
new HIV diagnoses, CD4 count during the testing of HIV, testing rates and use of
condoms.
Health promotion campaign refers to an effective vent where important information
regarding maintenance of health is shared among public for improving their well-being. It is
observed that sexually transmitted disease (STDs) are increased in BAME community and it
leads to complications in country. However, it is essential for care practitioners to organise

health promotion campaign for enhancing the sexual health condition in given target population.
It is required to achieve a behavioural change in people which helps to save them from STDs.
There are several promotional strategies which are favourable to support the selected event that
are mentioned below.
Strategies
 It includes to build an effective policy to use sexual precautions while attempting an
intercourse.
 It is necessary to provide appropriate information about spread of STDs to make them
understand about its harmful impacts.
 It includes make people aware about effective technique of avoiding occurrence of
sexually transmitted disease (STDs).
 It is an effective strategy to provide knowledge to public about appropriate methods like
use of latex condoms.
CONCLUSION
The above report has been concluded that health promotion is helpful to improve health
condition of citizens by reducing factor of inequality. It consist to follow government strategies
like equality act and care act for maintain equality and protect patient from any type of abuse or
neglect.

REFERENCES
Books and journals
Eldredge, L.K.B. and et. al., 2016. Planning health promotion programs: an intervention
mapping approach. John Wiley & Sons.
Sharma, M., 2016. Theoretical foundations of health education and health promotion. Jones &
Bartlett Publishers.
Edelman, C.L., Mandle, C.L. and Kudzma, E.C., 2017. Health promotion throughout the life
span-e-book. Elsevier Health Sciences.
Hubley, J. and Copeman, J., 2018. Practical health promotion. John Wiley & Sons.
Park, H., Reber, B.H. and Chon, M.G., 2016. Tweeting as health communication: health
organizations’ use of Twitter for health promotion and public engagement. Journal of
health communication, 21(2), pp.188-198.
Korhonen, H. and Pihlanto–Leppälä, A., 2016. Milk-derived bioactive peptides: Formation and
prospects for health promotion. In Handbook of functional dairy products (pp. 127-
142). CRC Press.
Byrne, D.W. and et. al., 2016. Modifiable healthy lifestyle behaviors: 10-year health outcomes
from a health promotion program. American journal of preventive medicine, 51(6),
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Fletcher, G.F. and et. al., 2018. Promoting physical activity and exercise: JACC health
promotion series. Journal of the American College of Cardiology, 72(14), pp.1622-
1639.
Lavie, C.J. and et. al., 2018. Reprint of: Healthy weight and obesity prevention: JACC Health
Promotion Series. Journal of the American College of Cardiology, 72(23), pp.3027-
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Kuijken, N.M.J. and et. al., 2016. Healthy living according to adults with intellectual disabilities:
towards tailoring health promotion initiatives. Journal of Intellectual Disability
Research, 60(3), pp.228-241.
Flora, J.A., Schooler, C. and Pierson, R.M., 2018. Effective health promotion among
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