Health Promotion: Understanding Models and Influences Report - Unit 29

This report, completed as part of an HND in Health and Social Care, delves into various aspects of health promotion. Task 1 explores the determinants of health using the Dahlgren and Whitehead model, analyzes government reports on health inequalities (The Black Report, The Aicheson Report, and The Marmot Review), and discusses the concept of the 'Inverse Care Law' along with barriers to accessing healthcare. Task 2 focuses on different health promotion models, including the Problem Behavior Theory and the Theory of Reasoned Action, and examines health strategies at the regional level (Healthy Lives, Healthy People, and One You). The report also analyzes the role of health professionals in health promotion, the importance of routines in maintaining good health, and explores health beliefs within contemporary UK society, including scientific medicine, external locus of control, and socio-cultural beliefs. Additionally, it examines the Transtheoretical Model of Health Behaviour and the influence of political beliefs on health promotion strategies. A health promotion campaign is also presented. The report provides a comprehensive overview of health promotion, addressing socioeconomic factors, government strategies, and individual behaviors.

HEALTH PROMOTION

TABLE OF CONTENTS
TASK 2............................................................................................................................................1
1. Different models of Health Promotion used in contemporary practice..................................1
2. Health strategies for health education at the regional level....................................................2
3.(a) Role of health professionals in health promotion...............................................................4
3.(b) Importance of routines in maintaining good health............................................................4
4.(a) Health belief and examine 3 health beliefs of contemporary UK society...........................5
4.(b) ‘Transtheoretical’ Model of Health Behaviour..................................................................6
4.(c) Influence of political beliefs on health promotion strategies..............................................7
5. Presenting Health promotion campaign..................................................................................7
REFERENCES................................................................................................................................9

TASK 1
1. Determinants of Health Model, Dahlgren and Whitehead’s 1992.
This can be considered as the multifactorial approach that helps in identifying the the
factors between individual and social aspects. Dahlgren and Whitehead' s model can be
comprised of inherited attributes that are mainly related to the three factors such as age, Sex and
hereditary. This model is basically helps in determining the physical and mental abilities of the
person which can be derived by potential of layer to layer interactions that might affects
adequate housing and people's private access that may influence the health of an individual.
Diagram of this model can be consists of different layers that can be described as below.
Firstly the inner layer can be determined of Individual lifestyle factors such as pattern of
smoking, physical activities and diet plan that a person follows on day to day schedule. Secondly
next layer will determine the mental abilities of the person in order to maintain relationship with
family, friends and significantly with other local community. Then third outside layer focuses on
the professional and personal living conditions of the person such as house, employment etc.
next layer can be able to estimate the socio-cultural and economic shifts towards the welfare of
the person. And the last two layer will determines the broader socio upstream determinants of
health of an individual.
2.Government sources which report the inequalities of health.
This cab be termed as the governmental sources that widely focuses on the understanding
the environmental and structural inequalities that impact on the health of the person. This
basically provides the governmental plan that help in determining the health inequalities. These
reports provides the synthesis of the paper which is explains such health inequalities in the
following reports:
The Black Report (1980)
This document was published by the department of health and social security in UK. This
report was established by sir Douglas Black who is the chairman of the health committee. This
report had widely impacted on the political thoughts which leads to the leads to the formation of
the economic corporation and development in WHO in order to report the health inequalities.
The Aicheson Report (1998)
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This report was was established into more favourable climate as compared to earlier
reports and this was developed by Michael marmot. According to this report, various Social and
economic determinants of health inequalities needs are considered. This has provided the
independent enquiry of the health report. This basically demonstrates the the existence of health
disparities and its relationship to social class.
The Marmot Review (2010)
This was initially published in England in February 11, 2010 which have titled the main
objective as the fair society and healthy lives. This report have introduces various new ways of to
reduce the inequalities of health in England which has ultimately focussed on the six policies as
an objectives such as:
 Every child need to be given a best start in their lives which is prevented from all the
sickness and Health related inequalities.
 Enabling the people in order to have control over their healthy lives.
 Creation of sustainable and healthy places in the society.
 Ill- health need to be completely prevented from all the negative impacts.
Tudor-Hart’s concept of the ‘Inverse Care Law’, and possible reasons for barriers in accessing
healthcare.
The inverse care Law can be determined as the principle that tends to the increase in the
good medical facilities and social care to the people which might be vary according to the change
in the overall population. This concept was initially given by Julian Tudar Hart in 1971. it can
also be termed as pun on Inverse -Square law which is derived from the physics. This concept
helps to operate completely that at what places medical care is widely exposed to the market
force and it also describes the less exposed medical care places.
The availability of the good medical care can be inversely related to the need for such
care which is served to the total number of people. Various barriers can be obtained in order to
provide good medical care facilities to people. Such barriers can be described as below:
Selective redistribution of Care: this can be termed as the selection of the proper treatment for a
particular person in order to identify main cause of their sickness. This can be considered as the
most important barrier that need to be considered at the time of accessing healthcare facalities.
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increasing List size: this can be determined as the increasing patient which may effect on the
availability of resources simultaneously. With the increased size of the list hospitals may need to
appoint more staff members which serve the better treatment facilities to public.
Less hospital support: it is most popular type of situation which is often arrives at the time when
most of the people are already been suffering from poor health.
Less staff and equipments: when the no of list increases then it may will be the obvious situation
that there will be the need of such tools and equipments needed to provide the medical treatment
to people. So this law also explains that lack of staff members and equipments may adversly
affects the health conditions of the people.
TASK 2
1. Different models of Health Promotion used in contemporary practice
Problem Behaviour Theory (PBT)
This theory is defined as the social-psychological model that is connected with
undesirable behavioural changes in the society especially focusing on the adolescence and youth
involvement. It has concentrated on the establishment of connectivity in context of environment,
personality and behaviour of individuals. It is mainly dealing with issues such as use of illicit
drug due to delinquent behaviour and early sexual tendencies at early age. In this regard, there
are three systems that have included such as personality system, behaviour system and perceived
environment system that accelerated youth towards the path of substance use.
Here the Personality System contribute towards formation of an understanding of the
typical behavioural changes shown by youth in contemporary UK society. It involves atheism,
low self-esteem, aloofness and interest in academics. Additionally, Behaviour system puts light
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Illustration 1: Problem Behaviour Theory
(Source: Alexander and et.al., 2017)

on the behavioural altercations such as use of substances, reckless driving traits and more.
Lastly, the perceived environment system emphasis on knowing the instigative parameters that
led to such spiralling effects on youth’s deviated attitude towards illegal activities. This occurs
only when these people are devoid of love, peer pressure and minimal support from their family.
Theory of Reasoned Action
It is described as that integrated and structured framework which has acknowledged the
individual's intentions in terms of attitude, outlook and behaviour. Moreover, this put emphasis
on the statement that use of substance is due to intentional rational as health behaviour is the
consequence of individual intentions.
However, there are many internal and external factors that led to these variations in
context of consequences of action, attitude of norms in society towards drug use, judgemental
personal remarks on attitude and societal accepted normative considerations that infers on the
overall performance of doing work. In addition, it gives a platform to assess the youth inclination
towards drug use for convenient structural exploration to examine their intentions.
2. Health strategies for health education at the regional level
Healthy Lives, Healthy People: This is amongst the innovative health strategies of UK which is
working for the up-liftment and safeguard from the inequalities prevailing in the society. It is the
radical approach that has an integrated engagement of local regulating bodies with the national
level government bodies. Moreover, this has synergistic interventions with utility of government
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Illustration 2: Theory of Reasoned Action
(Source: Nor, Shanab and Perason, 2008)

regulations in this strategic planning. It has laid action plan on health improvements, application
of provisions for effective and appropriate health services and overall giving education and
generation of awareness regarding health protection. Their success is because of collaboration
between tangible initiatives by local bodies and responsible adopted methodology from
government with the private sector.
One You: This campaign was launched to make their population believe the implications of
changes in the adult health behaviour. It generated approximately one million responses within
first two weeks from its launch. The local governance assisted people by making them realise the
significance of health determinants that have widely spread. They have created a sustainable
aware community to help the country's future, youth and supporting them by providing them
opportunities. Along with, they have initiated a local plan called as Public Health England's
North East which support for the development of psychoactive substances' action plan.
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Illustration 3: Investment statistics for treatment
(Source: Health matters: preventing drug misuse deaths, 2017)

Analysis of government strategies with health promotion model: These strategies must be
employed vigorously to attain the desired outcomes in the given time-frame for improved
productivity. UK's Drug Policy (UKDPC) reported an estimated cost of around two billion euros
that has been spent on crack cocaine and heroin by the families including youth (Copello,
Temleton and Powell, 2009). The reasoned action theory has provided a platform to link their
behavioural inclination towards the drug use and their disorientation from the societal norms and
from their near ones. Along with, this dependency has seen among the youth between their
twenties, which resulted in high levels of stress, stability worries, peer pressure and more.
3.(a) Role of health professionals in health promotion
Their role is imperative and has direct influence on the patients. They have been given
proper training to deal with the people involved in use of substance and drugs with care and
attention. Such individuals are more vulnerable towards the side-effects after consumption of
drugs like cocaine, heroin and gets addicted badly due to factors like unemployment, poor mental
health, socio-economic deprivation etc. Henceforth, these professionals like counsellors,
psychiatrists, educationalists will make it understandable and easier for addicted about the longer
treatment services required to overcome this prevalent complex picture of health inequalities in
the society. They will give legal and proper medication with therapies to deal with this.
3.(b) Importance of routines in maintaining good health
Having a routine has huge impact on an individual's life. In regard to the use of illicit
drugs, it hampers the body and life completely affecting other members of family as well.
However, when the affected people needs recovery and attend rehabilitate then they must be
given training on following general hygiene including personal hygiene followed by involving
exercise, healthy diet and more. With this, they can not only improve their routine s and maintain
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a healthy lifestyle but also accommodate in their daily working practises with commitment and
loyalty.
4.(a) Health belief and examine 3 health beliefs of contemporary UK society
Health belief can be defined as the psychological behaviour of an individual with respect
to predictable health treatments and services (Bury, 2013).
Scientific medicine: It is the new concept that has attracted people as it is based on
documentation process with heavy focus on observations affecting the holistic viewpoint of
traditional medicinal approaches.
External Locus of Control: People go into the dumps of drug use and substance, puts the blame
entirely on the outer elements, and not on their low self-esteem.
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Illustration 4: Action Plan
(Source: Health matters: preventing drug misuse deaths, 2017)

Socio-cultural beliefs: This can help in shaping the youth's tendency towards the use of
substance and drugs. It takes the stress and anxiety by making the person believe in the
dreamland of a protected acculturation that has been dominated its mind in adverse manner.
4.(b) ‘Transtheoretical’ Model of Health Behaviour
This model is vital to know the bio-psychosocial assimilation for the complete
conceptualization of behavioural changes with an intent.
Inter-relationship with Health Belief theory: These both together benefited the professionals to
lay down a step by step procedure for the complete recuperation of the individuals getting
affected from the addiction of drug use. Moreover, the variables like perceived susceptibility and
perceived severity from the theory of health belief has impacted the mental well-being of addict
with subjective type of assessment in regard to risks and attached social stigmas, but
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Illustration 5: Stages of Trans-theoretical Model
(Source:The Transtheoretical Model, 2018)

contemplation and preparation stages of the trans-theortical model supported them to stay strong
and start the cycle of identification of the root causes and to eliminate it one by one through
employing action and maintenance stages (Luca and Suggs, 2013).
4.(c) Influence of political beliefs on health promotion strategies
There are many political beliefs that help in formulation of policies to enhance the
strategic planning of health promotion (Baum and Fisher, 2014). In regard to the same, it is
clearly demonstrated that pluralism holds the fact that formation of any public health policy is
related to the fulfilment of interests of a large group suffering from it severely. Additionally, “the
new institutionalism” has redefined that institutions or organisations participate in the policy
making for overall effectiveness. Also, the neo-marxist theory at the macro level has laid
emphasis on the situate promotion of health through using eco-political scenarios for broader
aspects.
Relevance of providing relevant health information to public: Their relevance is huge and can
support in the management of health determinants of the society on the whole (Corcoran, 2013).
It involves increased responsibility at personal level to control the diseases, reduction of health
risks with low dependency and cost of care and more.
5. Presenting Health promotion campaign
Enclosed in Poster.
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REFERENCES
Books and Journals
Baum, F. and Fisher, M., 2014. Why behavioural health promotion endures despite its failure to
reduce health inequities.Sociology of health & illness.36 (2). pp.213-225.
Bury, M., 2013.Health and illness in a changing society. Routledge.
Corcoran, N. ed., 2013.Communicating health: strategies for health promotion. Sage.
Luca, N.R. and Suggs, L.S., 2013. Theory and model use in social marketing health
interventions. Journal of health communication.18 (1). Pp.20-40.
Online
Alexander, A. and et.al., 2017. Applying the problem behaviour theory to adolescent drug use.
[pdf].Available
through:<https://www.memphis.edu/sph/news/pdfs/ac_alexander_applying_the_problem
_behavior_theory_to_adolescent_drug_use_substance_use_misuse17.pdf>.
Copello, A., Temleton,L. And Powell,J., 2009. Adult family members and carers of dependent
drug users. [pdf].Available through:<http://pop.williamwhitepapers.com/pr/UK
%20Families%20of%20Drug%20Users%20Research%20Report.pdf>.
Health matters: preventing drug misuse deaths, 2017. [Online].Available through :<
https://www.gov.uk/government/publications/health-matters-preventing-drug-misuse-
deaths/health-matters-preventing-drug-misuse-deaths>.
Nor, K., Shanab, A., and Perason, J., 2008. Internet banking acceptance in Malaysia based on
the theory of reasoned action. [Online].Available through :<
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1807-17752008000100002>.
The Transtheoretical Model, 2018. [Online].Available through
:<http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/BehavioralChangeTheories/
BehavioralChangeTheories6.html>.
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